Hidden Valley Ranch is launching a limited-edition product, Spooky Ranch, ahead of Halloween. This dark twist on the original ranch features a deep black color made from fruit juice and cocoa powder.
The new product is available exclusively at Walmart and comes in a glow-in-the-dark bottle with no artificial flavors. According to Stacy Stokes, vice president of marketing at Hidden Valley Ranch, “Spooky Ranch takes everything fans love about Original Ranch and adds a little Halloween magic.”
Hidden Valley is capitalizing on the increasing consumer spending and participation in holiday activities, particularly Halloween. The National Retail Foundation forecasts that consumers will spend a record $13.5 billion on Halloween-related items this year, including $4.1 billion on candy.
Halloween Spending on the Rise
More people have taken part in the holiday since the pandemic, with 74% of consumers planning to participate this year compared to 68% in 2019. This trend presents a significant opportunity for brands to capture consumer engagement through limited-time offerings.
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V8 is also introducing a new product, V8 Energy with Electrolytes, which pairs steady energy with refreshing hydration. The offering is available in cans and on-the-go drink mix packets in three flavors: lemon lime, strawberry passion fruit, and white peach.
V8 Enters the Electrolyte Market
According to Gary Mazur, vice president of everyday pantry essentials at The Campbell’s Company, “Consumers are asking for beverages that do more, and V8 Energy with Electrolytes brings together steady energy, added electrolytes, and refreshing flavors.” The product is available at Amazon and Walmart.com and will roll out to stores nationwide in 2027.
The decision to add electrolytes to V8 comes as a growing number of consumers seek out the minerals in their food and drinks. The market for electrolytes globally was $40 billion in 2025 and is expected to more than double by 2034.
Ocean Spray is pushing cranberry as the flavor of the fall season with a lineup of new innovations, saying that pumpkin spice “has had its moment.” The company is introducing three innovations across multiple formats and occasions to give the cranberry its time to shine.
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Cranberry Takes Center Stage
Ocean Spray is launching Cranberry Cider, a juice made with cranberry and apple flavors along with notes of cinnamon, clove, and ginger. The company is also expanding its dried cranberries lineup with sour apple-flavored craisins and introducing a cranberry spread to the U.S. for the fall.
According to Trinh Le, vice president of USA Branded at Ocean Spray, “Cranberry has always been at the heart of who we are, and we’re constantly exploring new ways to showcase its versatility.” The new offerings aim to expand cranberries’ relevance beyond the Thanksgiving table.
The cranberry industry has been a major beneficiary of consumers seeking out minimally processed and better-for-you foods. Data from Grandview Research found that the global cranberry market was valued at $2.3 billion in 2026 and is projected to grow to $3.1 billion by 2030.
The 93-year-old brand V8 is launching V8 Energy with Electrolytes, a line that pairs steady energy with refreshing hydration. This launch is part of the company’s efforts to innovate and expand its product lines, following its first major extension in 2011 with V8 Energy. The New Jersey company has been working to reach younger consumers and increase consumption among existing shoppers by entering buzzier beverage categories.