FRANCE: Campbell takes Liebig into vegetable dishes
Liebig's vegetable dish range is that it will be packaged in cartons and produced using a technology which retains the crunchiness of the vegtables
Campbell Soup Co. is taking its French carton soup brand Liebig into ready-made vegetable dishes following successful trials in Belgium.
It will launch four dishes - red and yellow ratatouille, confit d'aubergine and vegetable tagine in French supermarkets early-2013.
There are no immediate plans to launch the range in other countries, it having been tailored to French culinary tastes.
"After three years of stability in our sales, we are now looking to accelerate growth," said Campbell's France director of marketing, Fabrice Renaudeau.
Global sales of packaged soup in France continue to grow. They increased 6% for the 12 months to the end of September to EUR500m. However, it remains a seasonal market, sensitive to the weather and the French preference for home-made soup, Renaudeau said. "We need to find other growth streams through diversifying."
Campbell is aiming to become a serious challenger to French market leader Bongrain and the other main players - private labels and D'Aucy - which have dishes packaged in cans or jars.
Liebig's range will be packaged in cartons and produced using a technology that retains the crunchiness of the vegtables, the company claims.
Campbell Soup Co. has insisted it has made progress in returning its core businesses to stable profitable growth, while simultaneously investing to develop new opportunities for expansion....
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