Campbell to launch soups in aseptic cartons

“We’ve had experience with aseptic soups in France, Australia, and Canada,” explains John Faulkner, Campbell Soup’s director of brand communications. “We’ve been able to demonstrate to the Food and Drug Administration that we can bring aseptic soup into the United States that meets its guidelines. The product is cooked ahead of time, then hot-filled into a sterile carton.” Although temperatures are considered proprietary, Faulkner says filling would be conducted on a new line in Toronto, Canada.

The rectangular carton includes an ink-jet-printed best-before date code that’s easily readable along its top. There’s no reclosure feature. “You could reclose it by folding it down, but it’s designed to be served for a particular meal,” Faulkner suggests. A “lift, cut, or tear” instruction guides consumers on how to open the pack. Printed copy on a side panel tells consumers to “promptly refrigerate any unused portion in a separate container and use within 5 days.”

Five varieties will be marketed in the cartons in 500-g (18.3-oz) quantities, with a $2.99 suggested retail price. Reclosable 1-L versions will be available in multipacks at club stores, but pricing information was not available.

Faulkner says, “We haven’t test-marketed the [new] product, but we have a track record with similar types of products in other countries. We’ve seen the trends in other markets, and we think there’s a market for [the aseptically packaged soup] here.”

—Jim Butschli