Blog: Dean BestGodiva sale to herald Campbell soup push

Dean Best | 10 August 2007

Campbell Soup Co.’s decision to consider the sale of upmarket chocolate business Godiva is likely to mean one thing – the US group is going all guns blazing into Russia and China.

The company has admitted it is mulling the future of Godiva, a brand it has owned for 40 years.

Campbell boss Doug Conant even admitted that Godiva has been “a strong performer” but insisted the brand doesn’t fit with the company’s focus, a strategy that centres on more “everyday” products

A brand with such a well-known, premium image in the minds of consumers is likely to command a hefty price tag – and Campbell would love to plough that cash into its offensive into Russia and China.

Campbell has embarked on an ambitious bid to tap into Russia and China, the world’s two largest soup markets. The sale of Godiva will no doubt give Campbell the money to invest in distribution in these two vast markets, as well as marketing its products to Russian and Chinese consumers, well-versed in their own soup-eating traditions.

Last month, Larry McWilliams, the head of Campbell’s international business, told just-food that the Russians and Chinese are “very emotionally involved in soup”.

Campbell’s apparent readiness to sell Godiva shows where the US group’s emotions lay.


BLOG

What does Gen Z want from brands? IRI presents its view

Industry watchers IRI has published the findings of two studies in the US they claim can give an insight into the shopping patterns of those aged 21 and under - Gen Z....

BLOG

The identity of the buyer of Tyson's Kettle business emerges

In February, we reported Tyson Foods had sold its Kettle business, one of a series of non-protein disposals at the US meat giant. But the company would not disclose the buyer. This week, the new owner...

BLOG

Leading French grocers eye buying "alliance" - and suppliers aren't happy

Buying partnerships between France's food retailers have been a feature of the country's grocery landscape for a number of years but this week came news of a potentially significant new tie-up - and s...

BLOG

just-food off for Easter

A point of admin: just-food is closed tomorrow (Good Friday) and on Easter Monday. It promises to be a wet public holiday here in the UK but we'll likely console ourselves in chocolate....



Forgot your password?