According to Camden, NJ-based Swanson’s director of corporate and brand communications, John Faulkner, no one else has a pop-top lid that consists of a tab that is lifted to open the steel lid halfway. Faulkner declines to reveal the lid and tab supplier.
“We saw a great consumer acceptance in the easy-open tops last year with the [Campbell] ready-to-serve soup line,” says Faulkner. “The [new pop-top lid] is easier to use because a can opener is not needed. It is a convenient way for consumers to pop open the lid and pour.”
Campbell worked with Schawk Cherry Hill (Cherry Hill, NJ) to create the label that includes a new logo and design for the brand. Schawk developed the mechanical design and color separations. It sends electronic files to Smurfit-Stone (Chicago, IL). Smurfit-Stone offset prints the paper label in six colors plus varnish.
The broth was sold for $1.19. Campbell announces that easy-open lids will be added to its condensed soup lines over the next year. (ES)
