When Campbell’s Soup realized it was slipping in popularity, the company’s new CEO, Denise Morrison, was charged with revitalizing the brand. One source of inspiration? Food trucks.
The Star-Ledger reports that Morrison, who has helped roll out about 50 new Campbell’s products, enlisted a consumer insights group to better understand young consumers, which are the audience Campbell’s is most quickly losing.
Chuck Vila, the vice president of consumer insights, visited “hipster hubs” in Austin, Portland and San Francisco, noshing at food trucks and neighborhood eateries, among other things.
From that research, Campbell’s went on to develop ethnic-influenced, gourmet-sounding and easy-to-prepare soups and sauces. The packaging on these products is a far cry from the brand’s iconic red and white design. A new line of Campbell’s Go! Soup products are in a pouch, not a can (for quick microwaving) and come in flavors like Coconut Curry with Chicken and Shitake Mushrooms and Moroccan Style Chicken with Chickpeas.
Earlier this year, Morrison spoke at the Consumer Analyst Group of New York conference, stressed that although Campbell’s canned soups are the company’s first priority, growth is important:
When we talk about our U.S. soup strategy, we talk about first celebrate the can, then expand soup beyond the can, and then expand them to the greater simple-meals arena.
Morrison is likely banking on the success of her new products — the New York Times reported in May that Campbell’s had slipped five percent in its most recent quarter.