Punch line: Campbell Soup Co. tests another packaging innovation – this time in a pouch geared at younger consumers – to support its turnaround.
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Excerpted from adage.com, “Campbell Counts on Soups in a Pouch to Spur Turnaround”
Campbell Soup Co. — which has put soup in see-through tubs and sipping cups — is now shoving it in a pouch as the marketer embraces innovations and new packaging in search of a turnaround.
The new microwavable pouches will be sold under the name, Campbell’s Go! Soup, and will launch in up to six flavors ranging from Coconut Curry with Chicken and Shitake Mushrooms to Moroccan Style Chicken with Chickpeas. The flavors, which are a mouthful even to say, are aimed at younger consumers.
… Campbell reported domestic soup sales down 2% last quarter. The new strategy,first announced in July, seeks to reverse Campbell’s overemphasis on sodium reduction and its failure to reach out to young shoppers, who increasingly skip the soup aisle for other simple meals, such as frozen foods.
… CEO Denise Morrison framed the new approach as one that “requires moving from a high dependence on line extensions to more disruptive innovation, new and differentiated products, packaging and category segments that create new pathways for growth.” At the same time, Campbell is sticking by its plan to pour an additional $100 million this year into brand-building, research and development, and product launches.
Pouches and boxes aside, the can will remain at the company’s core. “When we talk about our U.S. soup strategy, we talk about first celebrate the can, then expand soup beyond the can, and then expand them to the greater simple-meals arena,” Ms. Morrison said.
Edit by KJM