MRO Magazine

Campbell Continues to Shift Portfolio Toward Faster-Growing Categories and Regions

July 22, 2015
By Business Wire News


Campbell Soup Company (NYSE: CPB) today provided an update on the company’s key strategic imperatives. Led by President and Chief Executive Officer Denise Morrison, executives outlined important actions the company is taking to reshape Campbell and improve its growth trajectory by strengthening its core business and expanding into faster-growing spaces. This includes Campbell’s plans to change many of its recipes, to build stronger connections with consumers and to increase the company’s focus on faster-growing categories, such as health and well-being and developing markets.

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Campbell continues to increase its focus on faster-growing categories, such as health and well-being ...

Campbell continues to increase its focus on faster-growing categories, such as health and well-being and packaged fresh, while also innovating on its core business portfolio. (Photo: Business Wire)

Morrison said, “Campbell is taking unmistakable action to reshape our portfolio, redesign our organization and shift our investments so we can move more quickly to meet consumer needs. This approach holds the greatest promise for our company and our shareholders. From the reconfiguration of our portfolio and our focus on cost-savings to the way we connect with today’s consumers, I’m confident that the steps we’ve taken, along with those that we plan to take, will set Campbell apart from other food companies.”

Providing Consumers with Information on How Campbell’s Food Is Made

Morrison and Americas Simple Meals and Beverages President Mark Alexander outlined plans to help consumers access a wide range of information about how Campbell’s foods and beverages are made and the choices behind ingredients, particularly in its core U.S. Soup, Sauces and Beverages portfolio. Campbell is making this information available on

The site provides detail on several of Campbell’s top brands, such as iconic Campbell’s Condensed Tomato and Chicken Noodle soups, Slow Kettle Style and Healthy Request soups and Campbell’s Dinner Sauces. Over the next year, Campbell will expand its efforts to include all major brands in the U.S. and Canada, with plans to expand it globally over the next three years.

“As we transform our marketing efforts and connect with consumers, we will continue to engage people in an open and authentic way to gain understanding about the ingredients and issues they care about,” said Morrison. “We believe it is the right thing to do for consumers, who have an increasing appetite and expectation for this type of candid discussion.”

Changing Recipes; Increasing Organic Offerings

Campbell is making several key changes to its recipes and outlined plans to increase its organic offerings.

Based on feedback from parents, the company will simplify the recipes of existing condensed soups for kids, removing ingredients such as added MSG and continuing to make the soup with no preservatives, no artificial colors and no artificial flavors. The first updated range of kids soups is expected to hit U.S. shelves in August.

Alexander said, “We know that many parents are seeking products made with simpler ingredients for their children. As a result, we are extending our line of kids soups with organic varieties and simplifying recipes to make them an easy choice for parents ˗˗ and fun for kids.”

The company plans to remove artificial colors and flavors from nearly all of its North American products by the end of fiscal 2018. Additionally, Campbell plans to move away from using high fructose corn syrup in certain products, including the complete line of Pepperidge Farm fresh breads by the end of fiscal 2017, as well as most new products launching in fiscal 2016 in its Americas Simple Meals and Beverages portfolio.

To meet the growing demand for simple food, Campbell will increase its organic offerings with line extensions in its core portfolio. Organic food continues to grow strongly, with annual sales reaching $8 billion, up almost 12 percent over three years on an annualized basis.1 Building on Campbell’s Organic soups that launched in January, the company will introduce Campbell’s Organic soup for kids in three kid-friendly chicken noodle varieties. Available in August, these new organic soups for kids will be non-GMO and use ingredients sourced from certified American organic farms.

Alexander also outlined plans to expand the Plum line of organic food for babies, tots and kids. In fiscal 2016, Plum will launch GrowWell, a range of purees which provide nutrients from ingredients like chia, Greek yogurt and sunflower seed butter. Plum will also build on the successful Mighty range of snacks, introducing new Mighty Veggies and Mighty Sticks for tots on-the-go, and further develop its successful MashUps fruit sauce and snacks lines.

Luca Mignini, President – Global Biscuits and Snacks, highlighted Campbell’s plans to launch Pepperidge Farm Goldfish made with organic wheat in fiscal 2016. The current Goldfish whole grain line of crackers will also expand to include new varieties.

Expanding Biscuits and Snacks in Faster-growing Markets

Mignini also outlined how Campbell’s newly integrated Global Biscuits and Snacks division will focus on building brands like Goldfish, TimTam and Kjeldsens beyond their home markets and across new geographic boundaries. Under the new divisional structure, the company will be better positioned to drive growth by focusing on expanding these brands in developing markets where it has a strong foothold, including Indonesia and China.

Campbell Fresh Expanding in the Grocery Store Perimeter

The Campbell Fresh division combines recently-acquired Garden Fresh Gourmet with the Bolthouse Farms portfolio and Campbell’s retail refrigerated soups.

Jeff Dunn, President – Campbell Fresh, outlined plans to drive growth by strengthening the core businesses and driving breakthrough innovation in the perimeter. The company is well positioned in high-growth snacking and premium beverages segments, with a portfolio that extends beyond fresh carrots to include refrigerated hummus, salsa, dips, sides, soups and salad dressings, and refrigerated super-premium and ultra-premium beverages.

Dunn said, “We’re focused on driving full force growth to become the go-to resource for packaged fresh innovation throughout the perimeter of the store. We’re actively building our brands and capabilities to leverage the shift in consumer demand for ‘better-for-you’ products and to sustain growth in packaged fresh categories over the long term.”

Dunn also identified critical capabilities that Campbell Fresh will continue to build and invest in over the next few years to connect with the changing food consumer, including high engagement marketing tactics, fresh product innovation and incubation, best-in-class operating and supply chain platforms to support a broader portfolio, and deepened retail relationships.

A replay of the presentations to investors, along with accompanying slides, will be available at beginning a few hours after the completion of the event.

About Campbell Soup Company

Campbell (NYSE:CPB) is driven and inspired by our Purpose, “Real food that matters for life’s moments.” The company makes a range of high-quality soups and simple meals, beverages, snacks and packaged fresh foods. For generations, people have trusted Campbell to provide authentic, flavorful and readily available foods and beverages that connect them to each other, to warm memories, and to what’s important today. Led by its iconic Campbell’s brand, the company’s portfolio includes Pepperidge Farm, Bolthouse Farms, Arnott’s, V8, Swanson, Pace, Prego, Plum, Royal Dansk, Kjeldsens and Garden Fresh Gourmet. Founded in 1869, Campbell has a heritage of giving back and acting as a good steward of the planet’s natural resources. The company is a member of the Standard & Poor’s 500 and the Dow Jones Sustainability Indexes. For more information, visit or follow company news on Twitter via @CampbellSoupCo.

Forward-Looking Statements

This release contains “forward-looking statements.” Forward-looking statements can be identified by words such as “anticipates,” “intends,” “plans,” “believes,” “estimates,” “expects” and similar references to future periods. Examples of forward-looking statements include, but are not limited to, statements we make on our product and marketing strategies, and on our new enterprise and management structure. Forward-looking statements are based on our current expectations and assumptions regarding our business, our industry and other future conditions. Forward-looking statements are subject to inherent uncertainties, risks and changes in circumstances that are difficult to predict. Our actual results may differ materially from those contemplated by the forward-looking statements due to factors such as our ability to manage organizational change effectively; our ability to realize projected benefits and cost savings from the new structure and our cost-savings initiatives; the impact of strong competitive responses to our marketing strategies; risks associated with trade and consumer acceptance of our new and improved products; the effectiveness of our promotional programs; the impact of portfolio changes, and the other factors described in “Risk Factors” in the company’s most recent Form 10-K and in subsequent SEC filings. We undertake no obligation to update these statements to reflect new information or future events.

1 IRI MULO $ retail sales Latest 52 weeks ending 7/14/15

Campbell Soup Company
Jennifer Driscoll, 856-342-6081
Carla Burigatto, 856-342-3737