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Campbell reshapes bowl

Campbell Soup Co., Camden, NJ, hopes to bowl consumers over with a new design for “Soup to go!” that’s taller, slimmer and curvier than the ubiquitous microwavable bowls it debuted in summer ’99. Soup to go! was re-introduced in a new bowl starting last August.
FILED IN:  Package design  > Structural

The bowl is coinjection-molded with what Campbell says is high-density polyethylene and polypropylene with a barrier layer of ethylene vinyl alcohol by Silgan Plastic Containers (Chesterfield MO). Yet the bowl is molded with SPI’s “2” HDPE code. It is 3 1/16’’ H while the old one was 2 5/8’’ H. The new diameter 3 ½’’ is 5/8’’ less than before.

“The new packaging is designed to be more eye appealing and contemporary looking” explains Campbell spokesman John Faulkner. “It helps communicate better that the product is intended to be eaten on-the-go as compared to the typical bowl package. The taller profile is easier to stack and should allow for easier handling. And it’s more impactful.” It also had an impact on Campbell’s production line at its Marshall MI plant which was retooled during a temporary shutdown to accommodate the new bowl Faulkner says.

Full rollout of the four-variety line was completed in October. The product volume 10.75 oz and suggested pricing $1.59 remain the same. (RL)

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