Campbell wants to can the ‘soup’ in its name to signal its focus on snacks

The Campbell Soup Company, known for its iconic soup cans, is planning to drop “soup” from its name and rebrand as The Campbell’s Company.

The 155-year-old American company wants the rebrand to reflect its expanded range of products beyond soup, including popular snack brands like Goldfish, Snyder’s of Hanover, Cape Cod, and Pepperidge Farm.

Campbell began as a small business in New Jersey in 1869 and expanded over time. According to its website, the company adopted the name “Campbell Soup Company” in 1922.

The company announced its intention to change its name at an annual investors’ meeting on Sept 10. 

This change, pending shareholder approval in November, follows similar rebranding moves by other food companies, such as Dunkin’s decision to drop “Donuts” in 2018 to emphasise a broader menu.

Campbell CEO Mark Clouse said in a statement on Sept 10: “This subtle yet important change preserves the company’s well-established name recognition, reputation, and equity built over 155 years while more accurately representing the full scope of our product range.”

While Campbell remains a major player in the soup market, soup sales have become a smaller portion of its business. Last year, Campbell’s snack sales grew by 13 per cent, compared with a 3 per cent growth in its soups.

The company has focused on capitalising on the fast-growing snack sector, valued at over US$200 billion (S$261 billion), as nearly half of Americans report eating at least three snacks a day.

In addition to snacks, Campbell recently acquired Sovos Brands, known for its Italian food products like Rao’s sauces.

This move is part of a larger strategy to innovate and differentiate in a competitive snack market, as consumer habits continue to shift.

“We could not be better positioned for leading the ongoing growth and momentum in snacking,” said Mr Chris Foley, president of the Campbell snacks division, said in a statement on Sept 9.