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Article | July 14, 2010
Campbell's has sights set on three growth areas
Soup company looking to innovate in healthy beverages, baked snacks, and simple meals. Look for the level of innovation that Campbell’s used in transforming the soup aisle.
Want three aisles of the store to watch for innovation in the coming months and years? Three good places to look will be healthy beverages, baked snacks, and simple meals. Those are the three areas that Campbell Soup Co. says it will focus on for long-term growth.
Douglas R. Conant, Campbell's President and Chief Executive Officer, told investors recently that, “We have made great progress over the last five years, and we are winning in the workplace, in the marketplace, and in the community. We believe in the power of being a focused food company.”
In part, that success came by transforming soup from a meal into a snacking occasion, and packaging played a big role, with brand extensions such as Soup for One and Soup to go!. Campbell’s plans to take a similar focus on innovation into healthy beverages, baked snacks, and simple meals.
Packaging innovation will be in the mix in Campbell’s future brand-growth strategies, too. The company will reposition its U.S. condensed soup line with enhanced ingredients, improved taste, more contemporary packaging, and further sodium reduction.
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