Campbell Soup Co. has stopped selling a soup line developed to be brewed through Keurig home coffee machines in the US.
The company pulled the product from US stores last month after sales fell below expectations.
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“The launch of Campbell’s Fresh Brewed Soup for the Keurig machine was initially enthusiastically received by retail customers, consumers and K-Cup fans. However, over time, the product has not performed to our expectations so we made the decision to discontinue it from stores in April,” a spokesperson for Campbell said. “We will continue to focus our innovation efforts on our core soup portfolio.”
Campbell first announced the launch of the K-Cup soup in September 2013. At the time, Campbell said US consumers were “snacking” more often and argued there was also an “increasing need for ultra-convenient options”.
However, it was to be two years before the product hit the market, with the soup rolling out last September.
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