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Campbell Soup contemporizes with bold new products, packaging

Soup in a pouch anyone? Innovation teams at Campbell Soup tap into consumer insights to launch range of new products in future-forward flavors and packaging.

Pw 39836 Go Soup Moroccan Style Chicken With Chickpeas

To heat up sales in a flagging category, Campbell Soup Co. will be launching a range of new products in striking, contemporary packages whose development has been fueled by consumer insights. Though by no means abandoning its iconic soup in cans, this year the company will be introducing new packages, including microwavable pouches, and new soup flavors, such as Thai Tomato Coconut and Tomato Roasted Garlic Bacon. Also among the 50-plus new products to be launched this year are Campbell’s new Skillet Sauces, which can be added to a protein for a quick, convenient meal.

News of these innovations was announced during a presentation by Campbell Soup president and CEO Denise Morrison, at the annual Consumer Analyst Group of New York (CAGNY) conference earlier this week. Morrison updated attendees on the company’s new direction (outlined last July), which is based on three growth strategies:

• Stabilize and then profitably grow North America soup and simple meals

• Expand the company’s international presence

• Continue to drive growth in healthy beverages and baked snacks

“Powered by a relentless focus on the consumer and a radically different approach to innovation, we are extending our product platforms into new mealtime occasions and packaging formats, and responding directly to new consumer expectations,” said Morrison at CAGNY. “We are focused on rebuilding relationships with our existing consumers and establishing connections to new ones. Simply put, our mission is to reinvent our products and our company for a new era.”

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