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Morrison Keeps Campbell Soup Bubbling with New Product Barrage

Posted by Dale Buss on July 25, 2013 05:16 PM

Now that it seems to have "saved" soup, Campbell Soup is pivoting even more aggressively away from its steamy traditional business mainstay and toward new product lines and new demographics that spell out its future.

Campbell plans to launch more than 200 products in the coming months as it adjusts for what CEO Denise Morrison said this week are "seismic shifts" in the food marketplace, according to Advertising Age.

"Even as we continue to honor our roots and heritage at Campbell," Morrison said, "we must also connect with new generations and different populations in our country and around the world," which she described now as a "digitally connected global culture of food" composed of Hispanics, Millennials and emerging-market customers who prefer bolder flavors and sophisticated cuisines.Continue reading...

brand roadmaps

New Campbell CEO: Chicken Soup for the Soul of the Brand

Posted by Dale Buss on February 24, 2012 04:32 PM

When it comes to product strategy, Campbell Soup has gone through more twists and turns over the last several years than one of the noodles in its classic Chicken Noodle Soup.

The world's leading maker of soup has come up with heartier flavors and lighter flavors, chunkier textures, new ingredients, heart-healthy blends — you name it. The company also has infamously tacked back and forth about sodium reduction in its soups, firset embracing the idea as a major new platform and then, recently, trimming back its salt-cutting ambitions in the interests of taste.

Once again, Campbell is stirring the pot, this time under new CEO Denise Morrison, who presented her strategy to analysts in New York this week that the Campbell Soup Company has a few things cooking to jump-start growth.

Her new approach "requires moving from a high dependence on line extensions to more disruptive innovation, new and differentiated products, packaging and category segments that create new pathways for growth."Continue reading...

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