Campbell debuts soup in a pouch

The company plans to launch 50 new products in the next year, hoping that some will resonate with shoppers.

By Kim Peterson Feb 22, 2012 5:48PM
Image: Senior couple food shopping in supermarket © moodboard/the Agency Collection/Getty ImagesCampbell Soup (CPB) is desperate to energize its business, and thinks that soup in a pouch is one way to do it.

The company is planning to launch some 50 new products in the next year, and hopes that more interesting flavors and packages will be a hit with consumers. The idea is to make soups and sauces stand out on supermarket shelves increasingly filled with other meal options.

The company has previously said that Campbell soups are in 85% of homes -- with an average of six cans per home. Sounds great, right? But people forget the cans are there, and then they go out and buy frozen pizzas and other meal options -- which does nothing for Campbell's business.

So Campbell is setting out to make soup you can't forget. It's bringing in new flavors, including Thai tomato coconut and tomato roasted garlic bacon. People "want the food they eat to help them have fun and enjoy life," CEO Denise Morrison said at a conference Wednesday, according to Dow Jones.

Campbell is also preparing a line of "Skillet Sauces" that combine with meats and poultry, Dow Jones reports. And the soups in pouches -- called "Go! Soups" -- come in Coconut Curry, Moroccan Chicken and other flavors.

Campbell is not a favorite with investors. The stock has been on a slow decline from 2010 and closed Wednesday at $33.11. The company's profit dropped last year and is set for another loss this year, InvestorPlace reports, and the stock's price-to-earnings ratio of 14.09 is too high.

Will soup in a pouch help Campbell win back the hearts of American diners?

Tags: CPB
3Comments
Feb 22, 2012 9:02PM
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High Sodium and low quality ingredients is what's killing Campbell's.  The higher unit cost and bland taste sent me away years ago.  They will have to really make a serious leap forward to win me back.
Feb 22, 2012 11:56PM
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BPA in canned food, high salt content, cooked till all the nutrition is dead, NEVER enough meat in the meat soups, overpriced for what you get.  Shoppers are on the move toward healthy foods.  Canned anything isn't it.
Feb 23, 2012 5:49PM
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Soup is a joke. Sea salt to replace regular salt was a debacle. In this day and age still have to add water ??? Now try Progresso ... no water to add, low cal versions, and tastes as good as what you would order in a nice restaurant. WHAT'S WRONG WITH THIS PICTURE ?????? 
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