Campbell to enter Russia and China with new products
July 09, 2007
by FoodBusinessNews.net Staff
CAMDEN, N.J. — The Campbell Soup Co. is making product and entry plans for Russia and China, where soup consumption is much higher than in the United States.
"The soup markets of China and Russia represent an extraordinary opportunity for Campbell," said Douglas R. Conant, president and chief executive officer of Campbell’s. "Soup is consumed in huge amounts in these countries … We have invested the time and resources to understand each market, partnered with strong local companies and developed delicious products that we believe will appeal to the unique tastes of the people in each country."
In the United States, there are about 14 billion soup servings consumed per year, compared with 32 billion in Russia and 320 billion in China. However, the majority of the soup consumed in Russia and China is homemade.
"During our immersion in the Russian and Chinese markets, we recognized that in order to convert homemade behavior, we would have to offer products that enabled the preparer to use them as foundations for their favorite recipes," said Larry McWilliams, president of Campbell International.
In Russia, the company will introduce chicken, beef and mushroom varieties of Campbell’s Domashnaya Klassika (Campbell’s Home Classics). The products will first be introduced in the Moscow area beginning in October, and Bridgetown Foods will distribute the broths.
In China, the company will introduce two broth options under the Swanson brand — a clear chicken broth and a classic "superior" broth, which is known as "go Tang" in China. The products are made from all natural ingredients, have no added MSG and are 97% fat free. Campbell plans to introduce the broths in five cities in the Guandong Province in October, and Swire Beverages will be the distributor.
The company also is launching marketing plans for each product, and Campbell plans to deliver 1.7 million samples and recipe booklets in the Moscow region and about 10 million samples and recipe booklets in China.