• The Wall Street Journal, Thursday, August 9, 2007 12 PM

Campbell Soup is expected to announce today that it is putting its Godiva Chocolatier brand on the auction block because it doesn't view the unit as fitting with its current business focus.

Campbell has become increasingly focused on "wellness," with the introduction of low-sodium soups containing natural sea salt, Pepperidge Farm whole-grain bread and new antioxidant-rich fruit versions of its V8 vegetable juice. Other than Pepperidge Farm cookies, Godiva chocolates are the only "indulgence" products in Campbell's portfolio.

The well-managed brand name is likely to attract broad interest. Campbell has successfully created a refined, European image for the chocolate maker since it bought the business some 40 years ago. Godiva's Web site doesn't even mention Campbell's ownership, instead focusing on the small Belgian chocolate shop where the company was founded more than 80 years ago.

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