Campbell Soup’s Next Big Move: Dropping ‘Soup’ from the Name?
Talk about coming in hot! After over 150 years, Campbell’s Soup Company is making waves with a surprising move: they might drop “soup” from their name. Although their extensive range of soups will remain, it looks like America’s canned goods icon might soon be known simply as The Campbell’s Company.
While this wouldn’t technically be the company’s first rebrand—it originally debuted as Anderson & Campbell in 1869 before settling on Campbell Soup Company in 1922—“Soup” has remained a constant. The name has stood the test of time, with Campbell Soup Company staying unchanged for a century, even as the labels on its iconic Tomato Soup cans have evolved through the decades.
While the new name isn’t final yet, Campbell’s is working things out internally and waiting on a shareholder approval vote this November, which will ultimately decide the company’s future. According to Campbell’s President and CEO Mark Clous, “This subtle yet important change retains the company’s iconic name recognition, reputation and equity built over 155 years while better reflecting the full breadth of the company’s portfolio.”
Many people don’t realize that Campbell’s portfolio extends beyond soup and includes some of America’s favorite snack brands, such as Kettle Brand Potato Chips, Snyder’s, and Goldfish. It also covers pasta sauces like Rao’s and Prego, as well as Pepperidge Farm cookies, including Milano Dark Chocolate and Verona Strawberry Thumbprint (the latter being a personal favorite of mine since childhood and still today).
Whether or not the name change is approved, seeing the word “soup” on various soup cans throughout my life, and admiring Andy Warhol’s iconic 1962 painting of Campbell’s Soup Cans, makes me feel like my world is spinning. As brands shift their marketing strategies to meet today’s consumers’ needs, it’s clear that even the most established names are evolving.
