![]() ![]() ![]() I mean, MSG is yummy and addicting stuff. “I think anything they can do to move toward an image that is more toward what people are looking for today will be a big plus for them.I don't think you're going to find any homemade recipes that taste like the canned. “Canned soup doesn’t have the reputation now for being a healthy product,” Winer said. “I believe these actions will strengthen our relationships with loyal consumers, rekindle the connection with people who have long loved our brands but may have found alternatives and establish strong new connections with new generations of consumers,” Burr said, noting that the price of the soup will not change.ĭespite the risks, Clark and Winer said the ingredient swap should ultimately be a good move. “The changes we are making are in response to shifting consumer preferences around food,” Burr said. And when the company cut sodium in its soup recipes in 2006, the company said it was committed to “offering consumers more choices without asking them to compromise on great taste.” “It’s a delicate balance because these products are beloved,” Charles Vila, vice president for consumer and customer insights at Campbell’s, told the New York Times. “They were touting that they were reducing the sodium levels in their soup, but consumers associated lower sodium with a worse taste.”Ĭampbell’s appears to be aware of this fine line. “That’s one of the things that has plagued Campbell’s results in the past,” she added. And that could be a good thing.Įither way, it will be important for Campbell’s to emphasize during this rollout that these latest changes were not designed to change the soup’s taste profile, Lash said, unlike when Campbell’s previously advertised its efforts to reduce sodium in its soups nearly a decade ago. And unless Campbell’s heavily advertises the change in formats like television commercials, it’s possible not many customers will even notice, said Russell Winer, a marketing professor at New York University’s Leonard N. When other packaged-food companies have made such changes to make their products healthier over time, they haven’t always broadcast them, Lash said. ![]() Yum Brands Inc.’s Taco Bell and Pizza Hut will soon get rid of artificial colors and flavoring in many of their products, and Kraft Macaroni and Cheese will be synthetic-color-free by 2016. 0.29% debuted its Origins line of products in July. Some 43% of Americans said natural ingredients and an absence of genetically modified organisms were important to them, according to a 2015 Nielsen survey of 30,000 online respondents in 60 countries Campbell is now responding to that shift, to which other legacy food brands have already responded. Still, one area where Campbell’s has gained some shelf space is in its premium soup collection, which includes its organic and Slow Kettle soups. As a result, retailers have reduced inventory stocked on center-aisle shelves. This decline in sales can partly be attributed to consumers’ desire to shop at the perimeter of the grocery store, where there are perceived to be fresher and healthier options, rather than in the center aisles, said Erin Lash, a senior equity analyst at Morningstar who covers Campbell. Still, sales of soup are typically down in warmer months, so a dip was expected. (The company reports first quarter results on Nov. Sales of Campbell’s condensed soup fell 4% in the fourth quarter versus the same period in the prior year and decreased 3% in ready-to-serve soups, although sales of broth rose 11% over the same period, according to the company’s latest set of quarterly results. According to the company’s annual report, soup sales declined 3% in 2015. Still, for Campbell’s it might be a risk that pays off, given that soup sales have been soft in recent times. More recently, fans of Country Crock and Cadbury Creme Eggs exploded on social media when those recipes were tweaked (an outrage that isn’t limited to food brands, as anyone who has used Facebook or Twitter during a new feature rollout for those sites can attest). We carefully tested these new recipes with our toughest critics, kids, and they loved them,” said Anna Burr, the director of communications for Campbell America, in an email. “Any changes we make to our food is always done with great care. Infamously did in 1985 with a switch to “New Coke.” No company wants to cause their buyers to panic about a changed product, like Coca-Cola “If it’s a product that doesn’t inspire a lot of passion, then no one really notices or cares.” “When consumers fall in love with a product, it can be very upsetting if it is reformulated so much that they believe it is essentially being taken away from them,” said Dorie Clark, an adjunct professor at Duke’s Fuqua School of Business. Customers might rebel when a brand makes sudden, dramatic changes. ![]()
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