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Campbell’s Push For Healthier Products Bumps Into Fading Interest In Soup

July 22, 2010: 03:07 AM EST
With America’s interest in soup apparently waning – sales slipped four percent in the three months ending in May – Campbell CEO Doug Conant’s challenge is to continue riding the wellness trend while dealing with the impact of the recession. So far the revitalization plan includes revamping the condensed soup family and spending $100 million on ads for the entire product line. Campbell has gotten in step with the wellness trend, but in doing so may have missed the consumer cost-cutting trend. Industry experts say consumers are driven by two factors: cheap and convenient. “Health is almost always a secondary issue," says an analyst from NPD Group. Campbell has increased soup promotions and sales have started inching upward. Whether the growth spurt in soup sales continues, however, remains to be seen.
Amy Barrett, "For Campbell Soup, going healthy hurts", Fortune, July 22, 2010, © Cable News Network
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