using a Justmeans marketing framework
Campbell's® Tomato Soup Now Has Less Salt, Same Famous Flavor
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CAMDEN, N.J., August 20, 2009 - Beginning this week, the 25 million Americans who regularly enjoy Campbell's® Tomato soup can start eating healthier - and likely not even realize it. Campbell Soup Company (NYSE: CPB) is stocking supermarket shelves across the country with its Tomato soup at 480mg per serving, the healthy sodium level designated by the U.S. government. Adding a naturally flavorful sea salt to the recipe helped Campbell chefs were able to use 32 percent less sodium and ensure this healthy soup delivers the great taste people have loved for more than 100 years. "Introducing one of our top-selling soups with less salt is a major milestone in our sodium reduction journey, especially when you consider Campbell's Tomato soup is one of the top ten grocery items purchased each week and accounts for about 16 percent of our condensed soup volume," said Denise Morrison, President, Campbell North America. "Because it's loved by millions of people, we took great care to make certain it still delivers the great taste people expect from their Campbell's Tomato soup." Famous Flavor, Less Salt As part of the company's commitment to wellness, sodium reduction is a strategic priority for Campbell, which in the last four years has reduced the sodium in more than 90 soups in the United States, and has cut the sodium content in the majority of its V8® juices, 11 Pepperidge Farm®100% Natural breads and introduced Prego® Heart Smart Italian sauces. Campbell has advanced its sodium reduction journey from a process of gradually reducing sodium by small increments in the past, to offering lower sodium options across its portfolio, to now beginning to replace many of its products with lower sodium versions. Campbell's chefs were able to combine a unique sea salt naturally lower in sodium with their culinary expertise to reduce salt without compromising the taste people know and love. "As Campbell continues to expand our lower sodium soups, we are making a food that is already nourishing even better," said Sean Connolly, President, Campbell USA. "We are doing our part to help Americans enjoy the foods they love while maintaining healthy diets." It Starts with Great Tomatoes "We have worked with generations of farmers to grow tomatoes that deliver superior taste, outstanding color, and provide the right consistency for our soups and juices," said Tim Gruenwald, Campbell's Director of Agriculture. "Our tomatoes also are naturally more disease resistant and help our farming partners maximize their crop yields." In keeping with Campbell's commitment to sustainability and corporate social responsibility, Campbell uses sustainable and cost-saving practices throughout the growing and harvesting process to ensure its products are earth-friendly as well as a great value. This is especially important today since people are focused on both eating well and trying to stretch their food budgets. Each can of Campbell's condensed soup is produced with less water, uses smaller cans, less metal and requires less fuel for shipping, compared to Campbell's ready-to-serve soups. About Campbell Soup Company CONTACT: Patricia Walli |
- Posted on: August 24, 2009
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Christopher De Michele 26 August 2009 Loyalty and affinity to such a dynamic city and institution is honorable.
What if I/we came up with a model that would provide Campbell a way to engage, educate, field test, and market (sell) increasingly lower sodium soups? I'm wondering what the tipping points (key drivers) are at Campbell to initiate such a campaign? |
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Dave Stangis 26 August 2009 I don't know Christopher, but those that know me know I'll always be a Detroiter and a Wolverine. :) Go Blue.
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Christopher De Michele 26 August 2009 Exactly... sustainability requires market acceptance of innovations.
This is a business 101 fact that needs more airtime to parents, and across the wellness movement, and with the harder core zealots. Business is good, it helps feed, shelter, and innovate to drive standards of living up. AND Good Business simultaneously drives Quality of Life up as well - as a primary goal and success metric. A combination of compelling engagements, experiential education, and continuity is the trifecta required to hasten pace with consumers. What if I/we came up with a model that would provide Campbell a way to engage, educate, field test, and market (sell) increasingly lower sodium soups? I see you are/were a Wolverine! I recently film interviewed Christopher Peterson, a professor of psych (positive psychology) at U of M. Do you know him, or of him? |
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Dave Stangis 26 August 2009 Without a doubt. The innovation runs head into buying decisions based on taste preferences. That's one of the reasons I think it is a long uphill road. We can drive a lot of progress, but producing products people won't buy isn't very sustainable either :).
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Christopher De Michele 26 August 2009 Hi Dave,
I absolutely applaud and value the strides being made. As much good as the FDA has and does do for us... many of their "standards", when set side by side with health and wellness studies, do not hold up. Thanks for addressing the "palate programming" issue. Is that THE biggest hurdle companies are facing in their challenge to reduce the "less than best" percentages of these ingredients? |
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Dave Stangis 25 August 2009 Thanks for the comment.
There will always be room to drive continuous improvement. As it stands, Campbell has more than 100 products at heart healthy levels of sodium as defined by the FDA and American Heart Association (30% of our soup portfolio in sales) and 25 Healthy Request soups that are reduced another 15%. We will continue looking for ways to innovate for health and wellness. It is truly a challenge as you know, now that the population's palate is programmed for high salt, fat and sugar. |
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Christopher De Michele 25 August 2009 Hello and congratulations on the sodium reduction - its a great step on the path to increasingly healthier foods by Campbell's.
Do you offer a truly LOW sodium version as well? For many people sodium is helpful, however we seem to get overloaded with it in the typical american diet. Sodium load is a prime factor whether or not my family purchases a processed food product (we seek minimal loads and add at home if ever desired). Campbell's is making strides... and it would be wonderful to have you post an overview (of market research) on the typical american palate and our perceptions of flavor (true foodstock taste) vs sodium load. Keep up the good work! |
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