Campbell Soup further embracing transparency, clean label

by Keith Nunes
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The Campbell Soup Co. unveiled a new whatsinmyfood web site that provides detail on several of Campbell’s brands.

CAMDEN, N.J.  — The Campbell Soup Co. has ramped up its efforts to provide consumers with information about the ingredients used in its products. During a July 22 investor day presentation the company unveiled a new web site that may be accessed by visiting www.whatsinmyfood.com.

Denise Morrison, president and c.e.o. of Campbell.

“As we transform our marketing efforts and connect with consumers, we will continue to engage people in an open and authentic way to gain understanding about the ingredients and issues they care about,” said Denise Morrison, president and chief executive officer. “We believe it is the right thing to do for consumers, who have an increasing appetite and expectation for this type of candid discussion.”

The whatsinmyfood web site will provide detail on several of Campbell’s brands, including condensed soups, Slow Kettle, Healthy Request and dinner sauces. The company said it will expand the number of U.S. brands included during the next year and will add global brands during the next three years.

In addition, the company said it is reformulating products to enhance consumer perception and will increase the number of certified organic products it offers. Reformulation efforts will include simplifying the recipes of existing condensed soups for children by removing such ingredients as monosodium glutamate, preservatives, artificial color and artificial flavors. The first wave of reformulated soups is expected to reach the market in August.

“We know that many parents are seeking products made with simpler ingredients for their children,” said Mark Alexander, president of Campbell’s Americas Simple Meals and Beverages business unit. “As a result, we are extending our line of kids soups with organic varieties and simplifying recipes to make them an easy choice for parents — and fun for kids.”

The company said it plans to remove artificial colors and flavors from nearly all of its North American products by the end of fiscal 2018.

The company said it plans to remove artificial colors and flavors from nearly all of its North American products by the end of fiscal 2018. The company also has plans to move away from using high-fructose corn syrup in certain products, including its complete line of Pepperidge Farm fresh bread by the end of fiscal 2017, as well as most new products launching in fiscal 2016 in its Americas Simple Meals and Beverages portfolio.

New organic options will be introduced as line extensions to the company’s core portfolio. New flavor varieties of Campbell Organic soup will reach store shelves in August, and Mr. Alexander said the company has plans to expand the Plum line of organic food for babies and children.

Plum will launch GrowWell, a range of purees that provide nutrients from such ingredients as chia, Greek yogurt and sunflowerseed butter. Plum also will build on its Mighty range of snacks, introducing new Mighty Veggies and Mighty Sticks for tots on-the-go, and further develop its MashUps fruit sauce and snacks lines.

Luca Migini, president of global biscuits and snacks, said his business unit will introduce a Pepperidge Farm Goldfish product made with organic wheat in fiscal 2016.
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