Campbell focusing on improving condensed line

by Staff
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CAMDEN, N.J. — Campbell Soup Co. has announced plans to enhance more than 60% of its condensed soup line with product improvements, further sodium reduction, more contemporary packaging, improved shelving systems and new marketing aimed at the simple meals category.

“We are committed to accelerating the performance of our existing portfolio, most notably in U.S. soup, and continuing to lay the foundation for superior long-term growth,” said Douglas R. Conant, president and chief executive officer. “We are going to fire up our important condensed soup business and step up the competitive posture of our ready-to-serve products to accelerate both our top- and bottom-line growth.”

The condensed soup line generated more than $1 billion in net sales in fiscal 2009, and the upcoming plans are designed to improve the quality, convenience, variety and wellness profile across the portfolio.
Specifically, the company has plans to expand healthy offerings, which includes reducing the sodium content in 23 of its condensed soups by up to 24%, and update the line with a more contemporary appeal with a new design and photography. In addition, the company plans to make an improved shopping experience by redesigning its gravity-fed shelving system with the new configuration, including improved navigation, color coding, more noticeable graphics and a new layout across four segments — classic favorites, taste sensations, healthy and delicious, and healthy children. Other plans include new marketing within simple meals and promotion of its vegetable ingredients as grown on American farms.

“With the improvements and innovations we’ve made over the past several years and our plans for the next year, we will be able to unleash soup’s full competitiveness against the simple meals category,” Mr. Conant said. “We are now in a position to reframe the way we compete in the broader simple meals category. Our new marketing efforts will further position soup as a key part of a healthy, well-balanced simple meal and help consumers make more informed choices. We will build on the success of our high-margin, market-leading condensed soup franchise — enhancing its quality, making it healthier and increasing its relevance. We are confident that our continued investments will make Campbell’s condensed soup even more relevant and contemporary for today’s consumers.”

The new and improved soups will be available in August.

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