Campbell Soup’s innovation focus takes form with 35 new product launches

By Stephen Daniells

- Last updated on GMT

Related tags: Campbell soup company, New product launches

Campbell Soup’s innovation focus takes form with 35 new product launches
The Campbell Soup Company is launching 35 new products this fall with bolder flavors and new ingredient combinations, as the company addresses a 9% slump in soup sales.

Over the course of the next few months the company will launch seven times the number of new product launches as last year's total.

The new items are the “first foray into some new areas, such as leveraging our culinary expertise with bolder flavors, new ingredient combinations, some new packaging", ​a spokesperson for Campbell’s Soup Company told FoodNavigator-USA that

“There is much more innovation to come from Campbell,”​ she added.

New offerings

The company’s 35 new products include those focused on bold, delicious flavors that will appeal to an array of consumers, said the spokesperson. “Some examples of our distinctive flavor combinations include Campbell's Slow Kettle Style soups, four regionally-inspired varieties of Campbell's Select Harvest soups, the Swanson Flavor Boost packets and more items to come,”​ she added.

Sean Connolly, president of Campbell North America said: "We have a renewed focus on innovation at Campbell, and the items we're launching this fall are just the start of our efforts to drive new and differentiated products across our soup and sauce portfolio.”

Sodium reduction

The company continues to stress its commitment to sodium reduction following a controversial move to add some salt back into its Select Harvest soup range. Denise Morrison, the company’s recently appointed CEO, said in July that it was vital that the company provided consumers with choice, and that would include “reduced-sodium options as well as compelling options for those who do not”​.

“Campbell has been a leader in sodium reduction for decades and we continue to offer a wide array of lower sodium options across our portfolio of soups, sauces, beverages, pastas and breads,”​ added the spokesperson.

“This includes nearly 200 products that have been reduced in sodium- of which 90 are soups – such as the eight new Campbell's Healthy Request varieties.”

Tangible results

Analysts have welcomed Campbell Soup’s new focus on innovation and brand building to reverse its flagging fortunes in the soup market: It posted a 9% slump in sales of soup in the fourth quarter.

As reported by FoodNavigator-USA​, Morningstar analyst Erin Lash said she was encouraged by its new emphasis on reinvestment in product innovation and marketing support.

Dow Jones recognition

The company’s expanded nutrition and wellness product portfolio was amongst the list of achievements behind it being named in the Dow Jones Sustainability Indexes (DJSI) for the third consecutive year and to the DJSI World Index for the second time, the company reported.

During the last year, the company reportedly increased sales of its nutrition and wellness product portfolio by over 20%, as well as offering more than 200 products with reduced levels of sodium.

A $10 million, 10 year program to reduce childhood obesity and hunger by 50% by 2020 was also launched by the company.

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