The iconic soup label has lined Aussie supermarkets for generations, but now the company is looking to expand other food lines.
The 155-year-old Campbell Soup Company plans to drop "soup" from itsand ditching ready-to-serve soups, and the company has bought up other food lines to grab them.The 155-year-old Campbell Soup Company plans to drop "soup" from its corporate name, and pictured are cans of Campbell's cream of mushroom soup line a supermarket shelf in Washington, US.
The US company has been most closely associated with its canned soup products for generations but now owns snack brands like V8 Juice, Prego pasta sauces, Goldfish, Snyder's of Hanover, Cape Cod and others.Theis set to follow its US counterpart is making the branding shift. "This subtle yet important change retains the company's iconic name recognition, reputation and equity built over 155 years while better reflecting the full breadth of the company's portfolio," Campbell CEO Mark Clouse said in a statement today.Although soup is an important part of Campbell's business, it's now a smaller portion of its sales.
In August, Mars, the maker of M&M's, agreed to buy Kellanova, which owns Pringles and Cheez-Its, in a deal worth almost $29 billion. "Snacking is a large, attractive, and durable category that continues to grow in importance with consumers," Kellanova said at the time.
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