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
Feb 22, 2012 9:02PM
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
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
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 ?????? 
Please help us to maintain a healthy and vibrant community by reporting any illegal or inappropriate behavior. If you believe a message violates theCode of Conductplease use this form to notify the moderators. They will investigate your report and take appropriate action. If necessary, they report all illegal activity to the proper authorities.
100 character limit
Are you sure you want to delete this comment?


Copyright © 2014 Microsoft. All rights reserved.

Fundamental company data and historical chart data provided by Morningstar Inc. Real-time index quotes and delayed quotes supplied by Morningstar Inc. Quotes delayed by up to 15 minutes, except where indicated otherwise. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by Morningstar Inc.


StockScouter rates stocks from 1 to 10, with 10 being the best, using a system of advanced mathematics to determine a stock's expected risk and return. Ratings are displayed on a bell curve, meaning there will be fewer ratings of 1 and 10 and far more of 4 through 7.

123 rated 1
266 rated 2
485 rated 3
660 rated 4
586 rated 5
652 rated 6
640 rated 7
504 rated 8
289 rated 9
159 rated 10

Top Picks

TAT&T Inc9



Top Stocks provides analysis about the most noteworthy stocks in the market each day, combining some of the best content from around the MSN Money site and the rest of the Web.

Contributors include professional investors and journalists affiliated with MSN Money.

Follow us on Twitter @topstocksmsn.