Campbell Soup Company, a 155-year-old brand, has finally ditched the word ‘soup’ for its corporate name and rebranded to ‘Campbell’s Company’. This was done to emphasize that the Campbell’s Company is not only about soup. There are more products in the company’s portfolio.
Mark Clouse, Campbell’s CEO, said the subtle yet important change retains the organization’s iconic name recognition, reputation, and equity built over 155 years. The name change better reflects the full breadth of the Campbell’s Company portfolio.
“Our focused strategy has positioned us well and helped to solidify a foundation that has delivered consistent and dependable results,” Clouse said. “We are ready to turn the page and enter a new chapter where we build on Campbell’s transformed portfolio, strong team, and aligned and engaged culture with the goal of setting the standard for performance in the food industry.”
Chris Foley, President of Snacks at the Campbell’s Company, said they have built the best snacks portfolio in faster growing and advantaged categories. “We expect to continue to grow these advantaged core businesses by pursuing best-in-class innovation and unlocking the full potential from our advantaged distribution network,” he said. “Our strategy is designed to deliver margin expansion while making the necessary investments to fuel growth for the future in a sustainable manner.”
Campbell’s Company also has a meals & beverages division, wherein soup remains an important part. The division’s head Mick Beekhuizen said the company’s Meals & Beverages transformation story is far from complete. “We challenge ourselves to unlock the potential of our portfolio of iconic and distinctive brands. We intend to set the standard for performance in the center store through our compelling consumer engagement and exciting flavor-forward innovation.”
The Campbell’s Company has refreshed its long-term algorithm and has a clear roadmap of top-to-bottom expansion.
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