Campbell had touted need for "ultra-convenient options"

Campbell had touted need for "ultra-convenient options"

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.

"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.