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One of the world’s most iconic food brands is about to make a major change. And it won’t be changing its famous recipe, but part of its identity. On Wednesday, during an annual investor call, Mark Clouse, the brand’s CEO, will announce the name change, dropping the word ‘SOUP’ from its name.
Campbell’s would then be reborn as The Campbell’s Company to more clearly reflect the breadth of products from the brand that redefined pop culture. However, this change is not yet final. The company’s shareholders will be asked to vote on this variation within the Campbell’s food and art icon universe.
In recent years, the company has diversified its offer with Prego and Rao’s sauces, as well as Pepperidge Farm and Goldfish products, among many others. In fact, according to FoodDive, Campbell’s soup line accounts for just a quarter of its total sales, down 40% on 2017, while its snack ranges account for around 50%.
‘We will always love soup, and we will never take our eye off this critical business,’ Clouse added at the event, according to FoodDrive. ‘But today we are so much more than soup.’
