The launch comes as the organic food market basks in a growth spurt. Organic food options have grown 15-20% annually over the last 10 years, says the Organic Trade Association (Greefield, Mass.).

According to Sean Connolly, vice president/general manager of Campbell's beverage division, “Campbell recognizes the tremendous growth in organic products, and … we wanted to expand our offerings to give consumers an organic option within the tomato juice category.”

In producing the product, Campbell's contracted with certified organic farmers to grow vine-ripened tomatoes. Upon harvest in early August, the tomatoes were processed on certified lines within 48 hours.