Soup lovers, brace yourselves. Campbell Soup Company is undergoing a major change. The 155-year-old brand is dropping the word “soup” from its name, transitioning to The Campbell’s Company, CEO Mark Clouse announced on Tuesday.
The decision to rebrand is part of the company’s wider efforts to expand and shift its focus to snacks and other jarred sauces, away from just soups.
“This subtle yet important change retains the company’s iconic name recognition, reputation and equity built over 155 years while better reflecting the full breadth of the company’s portfolio,” Clouse said in a statement.
So what will the new name be? Shareholders will vote on the name change at the annual meeting in November.
Over the past few years, Campbell has significantly diversified its offerings. Beyond its classic soups, the company now owns a range of popular snack brands, including Goldfish, Snyder’s of Hanover, Cape Cod, and Pepperidge Farm. Additionally, Campbell recently acquired Sovos Brands, the maker of Rao’s sauces.
Clouse acknowledged the importance of soups to Campbell’s identity but emphasized the company’s broader focus. “We will always love soup, and we’ll never take our eye off of this critical business,” he said. “But today, we’re so much more than soup.”
Campbell’s sales also reflects a consumer preference for products beyond soups. Snack sales grew by 13% last year, while soup sales had a modest 3% increase. This trend reflects a broader consumer shift away from ready-to-serve soups towards convenient snack options. The company expects its snack brands, particularly Goldfish, to become a major driver of growth, potentially surpassing its traditional soup offerings by 2027.
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