Campbell revamps chunky soup line
September 01, 2009
by FoodBusinessNews.net Staff
CAMDEN, N.J. — Campbell Soup Co. is revamping its Chunky line to appeal more to men while still retaining its appeal to the female consumer. The line now includes 23 soups with a full serving of vegetables and 100% lean meat, more than 30 soups with a full serving of vegetables, more than 30 soups with 100% lean meat, and more than 30 soups with a good source of protein.
"Extensive research revealed men today are facing what we call a ‘male meal dilemma’ — they’re having trouble finding convenient, satisfying foods that taste good and that they feel good about eating," said Michael J. Barkley, vice-president of ready-to-serve soup. "We saw an opportunity for Chunky to solve that dilemma. We took what people love about Chunky and made it even better with more high quality, nutritious ingredients that taste great and fill you up."
The Chunky line will have a new look in stores with a new label design to identify the enhanced Chunky soup benefits. The company also plans new advertising campaigns in different outlets to appeal both to men and women.
"Women not only make the majority of purchases and meal decisions for the household, but they actually consume about half of the Chunky soup that is brought into the home," said senior brand manager Douglas Brand. "We took a fresh new approach with our media plan to speak to both men and women. People can expect to see Chunky ads during NFL games and in many other surprising places."