Iconic Food Brand Campbell’s Launches Bold Rebrand

Campbell’s is shaking things up!

Mmmm....mmm....(not so) good?

Well, it's not awful.

The iconic brand is dropping "soup" from its name and rebranding as "The Campbell's Company."

CEO Mark Clouse announced this bold move, saying the company is much more than just soup now.

Why limit yourself, right?

With a portfolio that includes fan favorites like Goldfish crackers, Prego sauces, and Rao’s jarred sauces, Campbell’s is pivoting to focus on a wider range of packaged foods.

Campbell’s started selling canned soup over a century ago, and it became a household staple, even inspiring Andy Warhol's famous pop art. But the company has grown far beyond its soup roots.

At a recent investor meeting, Clouse emphasized the company’s shift toward 16 key brands across its meals, beverages, and snacking categories, including V8 and Pepperidge Farm products.

Pepperidge Farm remembers.

Anyway...

One of the company’s biggest growth drivers?

Goldfish crackers. Campbell’s executives expect Goldfish to become their top brand by 2027, a major goal in their expansion strategy.

Don’t worry, though—soup lovers won’t be left behind.

Soup is still an essential part of the business, and Campbell’s is betting that an aging population will drive soup sales even higher, as older adults tend to eat more soup than younger generations.

Along with the name change, Campbell’s is launching a $250 million cost-saving program to boost profits.

Despite some economic challenges like inflation and consumer pressure on snack spending, the company is staying optimistic. Campbell's is also monitoring new trends, like the rise of appetite-suppressing drugs, but hasn't seen much impact yet.

The name change still needs shareholder approval, but Campbell's is pushing forward with its broader vision. The next time you think of Campbell’s, it might not be just about soup anymore—think snacks, sauces, anything goes.