Campbell Soup Co. has launched a range of soup products in the US ahead of the key selling season in the country.
The company, which is looking to revitalise its US soup business after years of falling sales, has added lines to ranges including Campbell’s Go and Campbell’s Chunky.
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It is launching more Campbell’s Slow Kettle soups and introducing four Gourmet Bisques.
“With bolder, more vibrant flavours and contemporary packaging, we’re upping the ante with our new soup offerings,” Mark Alexander, president of Campbell’s North American business said. “Campbell is reframing what soup means, with a variety of new choices that tempt the taste buds and fit the lifestyle of the Millennial generation and beyond. This is the new face and flavor of Campbell Soup Company.”
Campbell’s US soup sales fell 2% in the year to 29 July, although the company reported a 9% increase in the fourth quarter year-on-year. It said sales of Campbell’s condensed soups were up 14% amid “strong levels” of promotions. Sales of ready-to-serve soups increased 1% on the back of the launch Slow Kettle launch last year.
Speaking to analysts after Campbell reported its full-year and fourth-quarter results last week, CEO Denise Morrison said the group’s US soup sales “met expectations”.
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By GlobalDataThe company plans to spend less on advertising its soup products this year but CFO Craig Owens said it still expects to see an increase in sales on an organic basis.
