Campbell Soup Co. is partnering with Green Mountain Coffee Roasters to give US consumers the chance to brew its soup via Keurig home coffee machines.
Keuring owners will next year be able to buy Campbell soup in the K-Cup packs so far used for coffee. The Campbell Fresh-Brewed Soup will also come with a packet of dry pasta and a vegetable blend garnish. Three flavours, including chicken broth and noodle, are expected to be launched.
Campbell said US consumers were “snacking” more often and argued there was also an “increasing need for ultra-convenient options”.
“This innovative partnership is a win for consumers and for both companies, and represents another important step as Campbell expands into higher-growth spaces,” Campbell president and CEO Denise Morrison said.
Brian Kelley, president and CEO of Keurig owner Green Mountain Coffee Roasters, said the product “invites new consumption occasions and positions both companies to better meet the growing snacking needs of consumers in the US”.