Why Campbell's Probably Won't Use 'Soup' In Its Name Anymore

Iconic brands are frequently compelled to adapt to ever-changing markets with what some consider radical measures. Sometimes, this means a complete overhaul of the business model, but it's more often the case that companies go for a pristine new look. Dunkin' dropped "Doughnuts" from its name in 2019, and Starbucks — whose mascot is not actually a mermaid — ditched "Coffee, Tea, & Spices" back in 1987, long after opening its first Starbucks location in 1971. The next corporation lining up for a makeover is Campbell Soup Company, which will be henceforth known only as The Campbell's Company.

Founded in 1869 as the Anderson & Campbell, this isn't the first time the enterprise has altered its monicker. It wasn't until 1922 that the business adopted "Soup" into its brand when it became Campbell Soup Company. The contemporary change may stun some folks, but considering how many pies the association has its hands in, it makes perfect sense.

Campbell's is no longer exclusively in the soup business and hasn't been for some time. The distributor of the classic Cream of Mushroom in red and white cans also owns several snack food companies, including Cape Cod, Snyder's of Hanover, and Pepperidge Farms. Dropping "Soup" from its name allows the corporation to appropriately convey to customers that it is more than just a one-dimensional company. With current projections showing the snack market experiencing a boom recently, the move couldn't have come sooner.

With an extensive portfolio containing crackers, chips, cookies, and salsas from Pace and Prego, the newly dubbed Campbell's Company is planning to look toward the snack sector to increase profits. In 2023, snack sales increased by 13% at Campbell's. Conversely, soup sales only rose by 3%. It isn't abandoning its claim to fame, but with how popular pre-packed eats are, the company would be foolish to focus solely on soup.

Convenience products are on the rise, and foods like Snoop Dogg's favorite snack that have to be prepared are losing their appeal with younger demographics. Nearly 50% of Americans eat three snacks per day, and the munchie market is estimated to be worth $214 billion overall. While Campbell's has been involved in that sector for years, giving the business a rebrand punctuates its desire to get a larger share of that profit. However, the new name isn't set in stone quite yet. In November, an annual shareholders meeting will take place, and they will decide whether or not to approve the change. Nonetheless, for now, the Campbell Soup Company is no more.