Preserve newlines in file rendered to HTML with Jinja

I am trying to print the content of a file in a web page. I want to print each line from the file on a separate line, but instead the line breaks are missing. How do I print the file and preserve newlines?

@app.route('/users')
def print_users():
    v = open("users.txt","r").read().strip()
    # also tried:
    # v = open("users.txt","r").read().strip().split('\n')
    return render_template('web.html', v=v)

{{ v|safe}}