Campbell Soup has said that it intends to launch 40 new or reformulated soups in 2007 and 2008, 14 of which will be lower sodium varieties building on the early success of its lower sodium soups.
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“We have a sizable journey ahead of us, but we are undoubtedly off to a strong start. While we are in the initial phase of our lower sodium programme, Campbell’s efforts are resonating with consumers, who are extremely enthusiastic about our lower sodium products,” Douglas R. Conant, Campbell’s president and CEO, said.
During 2006-7, Campbell launched 32 new or reformulated varieties of reduced sodium soup in the US.
“Wellness trends have started to place Campbell and, in particular, our US soup business onto a new growth trajectory,” Conant told analysts at the Consumer Analyst Group of New York’s annual conference. “Though still early, the performance of our lower sodium products is very strong with our whole programme ahead of our expectations at this point.”
In the 2007-8 season, Campbell plans to roll out reduced sodium varieties of its Campbell’s convenience platform, Campbell’s Soup at Hand brand, Campbell’s condensed soups, Campbell’s Chunky Healthy Request, Campbell’s Select Healthy Request and SpaghettiOs.
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By GlobalDataAdditionally, the Campbell said it plans to reformulate six varieties of its Campbell’s Chunky and Campbell’s Select Healthy Request soups to improve taste. The company will also convert to whole grain pasta in four varieties of Campbell’s Condensed Kids’ Favourites soups.
Conant said that Campbell is in the initial phase of a three-phase programme to reduce sodium levels in its soups.
“Campbell is uniquely positioned to continue to improve the wellness profile of our soups in a competitively advantaged way,” Conant said.
One of the major advantages Campbell has in its aim to reduce sodium, Conant said, is its access to the only commercially available source of lower sodium sea salt, which has been central in its move to cut sodium levels in its soups.
