Saturday, September 7, 2013

Campbell Soup Branded not Canned

Grocery stores sales of legacy CPG products remain under pressure as consumers migrate to new fresh prepared ready-2-eat and heat-n-eat meal components and meals. In an Omni-Channel retail world food manufactures that evolve with the consumer will in.  The consumer is dynamic not static and the Campbell Soup Company understands that.

Meals on-the-go, snacking and new non-traditional points of fresh food distribution all are continuing to contribute to food consumer channel discontinuity and customer migration. After all here at Foodservice Solutions® we understand that differentiation does not mean different to a consumer it means familiar.

Denise Morrison, President and Chief Executive Officer of Campbell Soup Company said "Campbell is connecting with consumers in new and exciting ways. We expect this delicious Campbell's Fresh-Brewed Soup to provide consumers with a flavorful, convenient soup that fits their lives today."

Campbell Soup is now offering Campbell's Fresh-Brewed Soup K-Cup(R) packs that will offer consumers the taste and experience of Campbell's soups in a convenient snack that can be prepared at the touch of a button in Keurig(R) brewers at home, at the office, or prepared To-Go.  That’s innovative, non-traditional and fresh prepared albeit brewed.

I agree with Brian P. Kelley, President and CEO of GMCR.  When he said "The union of Campbell's great taste and the speed and convenience of Keurig invites new consumption occasions and positions both companies to better meet the growing snacking needs of consumers in the U.S." …"This innovative partnership is a win for consumers and for both companies, and represents another important step as Campbell expands into higher-growth spaces," said "Campbell's is an iconic brand that shares our focus on harnessing innovation to delight consumers - making them an ideal partner as we take this first step beyond beverages for the Keurig system”.

In an Omni-channel retail world brands must find new non-traditional opportunities for their brands. If not they risk losing market share and become just one star-up’s ideation innovation from complete collapse. Remember Bugger Chef, Tower Records, and Kodak? a retail foodservice consultancy has been the global leader in the Grocerant niche. For product or brand positioning assistance contact via:, the Grocerant LinkedIn page or on Facebook at Steven Johnson, BING / GOOGLE: Steven Johnson Grocerants or Grocerant on Twitter 

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