The iconic Campbell Soup Company is set to undergo a major rebranding after more than a century, officially dropping “Soup” from its name to become “The Campbell’s Company.”
This shift reflects a strategic move to better represent its growing portfolio, which now extends far beyond soups to include a wide range of popular snacks and food products. The name change, announced by CEO Mark Clouse, is pending approval at the company’s annual shareholder meeting in November.
Founded in 1869, Campbell’s made its mark with canned soups but has since expanded significantly. Its acquisitions of brands like Goldfish, Snyder’s of Hanover, Pepperidge Farm, and, more recently, Sovos Brands (maker of Rao’s sauces), underscore the company’s diversification into snacks and prepared foods. In 2023, Campbell’s snack sales rose by 13%, while its soup sales grew by a modest 3%.
This rebranding follows broader industry trends as food companies shift toward capturing the lucrative snack market, valued at over $200 billion. Nearly half of Americans reportedly consume at least three snacks per day, emphasizing the growing demand for ready-to-eat products.
Clouse emphasized that while soup remains a cornerstone of Campbell’s legacy, the rebranding reflects the company’s evolution into a more diverse food business. He reassured investors that soup will continue to be a focus, but the company’s expansion into snacks is driving much of its growth. As part of this strategy, Campbell has implemented a $250 million cost savings program and aims to position itself as a top performer in the food industry.
With input from CNN, the Guardian, and Campbell Soup Company.
