Campbell Soup to Rebrand in Order to Showcase Diverse Product Offerings
Campbell Soup is planning to change its name by dropping “soup” from its current name to better reflect its diverse product offerings. Shareholders will vote on changing the name to The Campbell’s Company at the annual meeting in November. While soup remains an important part of the business, recent acquisitions and growth in snacks and other products have led to soup accounting for a smaller portion of total sales. CEO Mark Clouse emphasized that the company is more than just soup, with a focus on expanding its offerings in both meals and beverages, and snacking categories. The company is prioritizing its 16 “leadership brands” and is forecasting significant growth for brands like Goldfish. This move follows a trend in the food and beverage industry, with companies like Molson Coors rebranding to better reflect their expanding product portfolios beyond their original offerings.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.