Campbell expands Swanson distribution to Shanghai
December 05, 2008
by FoodBusinessNews.net Staff
CAMDEN, N.J. — The Campbell Soup Co. announced it has expanded its Chinese broth businesses with the launch of Swanson broth products in Shanghai, the People’s Republic of China.
In October 2007, the company first launched the Swanson range in the Guangdong province.
"Initial consumer response to our ‘Swanson’ broth range has been very positive," said Larry McWilliams, president of Campbell International. "We have created a loyal consumer base in our lead market due to our unique offering. As we expand our geographic distribution, we plan to apply what we’ve learned from our initial efforts during the past 12 months and work hard to encourage consumer trial and build product availability. We have built strong, collaborative partnerships with key modern retailers and are tracking well on initial distribution, exceeding our first month’s target listing the product in 1,000 retail outlets in Shanghai."
Campbell said it plans to support the launch with an integrated marketing campaign, including television advertising and an extensive sampling and education program.