The 155-year-old Campbell Soup Company is preparing to rename itself to The Campbell’s Company. Chief Executive Mark Clouse explained that this change is intended to more accurately reflect the company’s expanded product line, which now encompasses sauces, snacks, and beverages alongside its traditional soup offerings. The name change proposal will be put to a vote at the annual meeting in November.
Despite its historical association with canned soup—a product that notably inspired one of Andy Warhol’s most iconic pop artworks—Campbell has been evolving. The acquisition of brands like Rao’s sauces maker, Sovos Brands, is a testament to this shift.
We will always love soup, and we’ll never take our eye off this critical business.. But today, we’re so much more than soup.
Mr. Clouse remarked during the company’s investor day
Founded in 1897 as a pioneer of canned condensed soup in the US, Campbell has been synonymous with its soup products since 1922. Despite a longstanding heritage in soup, Campbell’s has seen faster growth in its snack segment, with a 13% increase last year compared to a modest 3% for soups. Campbell’s portfolio now includes a variety of other products, such as Goldfish crackers, Cape Cod crisps, V8 beverages, and Prego sauces. While maintaining stable soup sales is necessary for meeting financial targets, the company anticipates an uptick in soup demand driven by an ageing US population—a demographic increasingly inclined towards soup consumption.
Campbell Company manages an extensive portfolio of over 3300 domain names, which includes the company’s primary corporate site, campbellsoupcompany.com, and the Exact Brand Match (EBM) domain Campbells.com. Owning multiple domains allows Campbell’s to leverage each for specific marketing campaigns, product launches, and consumer engagement platforms, such as fuelyourgamesweepstakes.com, which helps drive specific promotional activities. Managing a vast domain portfolio offers several advantages, such as significantly enhancing the company’s flexibility in launching and marketing new products. It also increases visibility across diverse consumer searches, facilitates precise market segmentation, and strengthens global brand presence. This strategic approach allows Campbell’s to tailor its digital outreach, ensuring optimal engagement with various consumer demographics on a global scale.
Looking ahead, Campbell’s projects a net sales increase of between 9% and 11% for the fiscal year 2025, with expectations that Goldfish crackers will emerge as a major growth driver, potentially becoming the company’s largest brand by 2027. This strategic rebranding and portfolio expansion highlight Campbell’s adaptability, promising a fresh corporate identity while maintaining a strong link to its rich heritage.
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