• Brandweek , Thursday, October 9, 2008 11:15 AM

Even before we've pulled in all the plants in from the patio, the good, old-fashioned soup war between Campbell and General Mills Progresso brand is getting close to the boiling point.

Elaine Wong, who has been watching developments like a master chef eying her line, reports that Progresso's full-page ad in yesterday's New York Times refutes Campbell's assertion that its soups are made with all-natural ingredients while Progresso's contain monosodium glutamate (MSG). The headline, in large red letters, reads: "Campbell's has 95 soups made with MSG."

Progresso also announced that it has removed the food additive from 26 of its soups, and plans to reformulate the remaining 50 labels.

Lynn Dornblaser, new products expert at Mintel, tells Wong that it's highly likely that Campbell will strike back, "adding fuel to the fire." We'll be watching Wong watching the battle as it unfolds.

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