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Campbell Putting An End To Its Salty Language

Enough-already with the low-salt marketing message, says Campbell Soup; it's not moving product. "I think we've addressed the sodium issue in a very satisfactory way," says president and CEO Douglas Conant. "The challenge for us now is to create some taste adventure."

Even as Campbell was trumpeting the reduced sodium in much of its canned soup, Pepperidge Farm bread, Prego pasta sauce, Goldfish snacks and V8 juice, it was getting "battered" by heavy supermarket promotions of such not-so-good-for-you comfort foods as boxed macaroni, Ilan Brat and Paul Ziobro report. Hence, its new "It's amazing what soup can do" campaign highlighting the convenience and health benefits of canned soup.

U.S. soup sales fell 5% in the fiscal first quarter ended Oct. 31 with ready-to-serve soups plummeting 13% and condensed-soup down 1%. The Healthy Request brand, on the plus side, was up 9%.

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