After 155 years as a household name in the canned food industry, Campbell Soup has undergone a major rebranding.
More Than Just Soup
The company will now be known as "The Campbell’s Company," a move aimed at expanding its product offerings beyond its iconic soups into a broader range of packaged foods, such as jarred sauces and snacks, according to El Economista.
CEO Mark Clouse announced the change during a recent investor meeting, stating that Campbell’s is focusing on 16 leading brands in its meals, beverages, and snacks division.
These brands include Goldfish crackers, V8 juices, and Prego sauces. Clouse emphasized that the company is “much more than just soup,” a sentiment that reflects Campbell’s intention to diversify and capture a wider market.
A Core Part of Business
While soups remain a core part of its business, snacks like Goldfish are expected to be key drivers of growth, with the company predicting it will become their largest brand by 2027.
Campbell Soup was founded in 1869 by Joseph Campbell and Abraham Anderson in Camden, New Jersey, and became the first company to sell canned soup. The red and white Campbell's label was popularized even further when it was famously featured in Andy Warhol's artwork, cementing its place in pop culture history.
Financially, the company still relies heavily on soup sales, especially as the U.S. population ages. Older Americans tend to eat more soup, giving Campbell’s hope that demand will increase over time.
However, the company is also rolling out a $250 million cost-saving program to help boost profits in response to recent weaker-than-expected quarterly sales.
