Campbell Soup that's not in a can?

Campbell Soup Co. knows a thing or two about cans. Not only does the Camden, NJ, food marketer fill them in huge quantities, it manufactures an awful lot of them as well.

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So its recent introduction of a line of four Campbell Soups in glass jars is news indeed. The new line, launched nationally in the first week of October, consists of four 24-oz varieties retailing for about $2.39. Unlike famous Campbell's soup in cans, these soups are of the premium, ready-to-eat variety. Management says it expects incremental sales, not cannibalization of existing canned soups. Campbell isn't naming suppliers of jar, full-wrap label or steel lid. The custom jar has an embossed signature of Joseph A. Campbell, one of the company founders. It isn't clear just how filling is done. All Campbell spokesman Kevin Lowery would say is that the jars are neither hot-filled nor retorted. Is it filled aseptically, Packaging World inquired? "I'm not at liberty to say much more about it because we're the first ones with it," says Lowery.

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