Campbell's Select Harvest Soups Top 2009 IRI New Product Pacesetters List

24 Mar 2010 --- This marks the second time in three years that Campbell Soup Company has topped the IRI list. In 2007 Campbell's reduced sodium soups held the number one food and beverage spot.

--- Campbell's Select Harvest soups were ranked the top new food and beverage product of 2009, according to a report released by Information Resources Inc. (IRI). IRI's annual New Product Pacesetters report showcases the most innovative and successful new products of the year in the consumer packaged goods industry. According to the IRI report, Campbell's Select Harvest soups generated $202 million in sales in its first year on the market.

This marks the second time in three years that Campbell Soup Company has topped the IRI list. In 2007 Campbell's reduced sodium soups held the number one food and beverage spot.

Campbell's Select Harvest soups are the first from the company to feature a label with a clean and simple design, highlighting a short, familiar list of ingredients. They were created after extensive market research that asked women what they looked for when choosing ready-to-serve soups. 

In focus groups, women said they wanted a nutritious soup with the ingredients they would use if they were making soup at home, such as 100 percent white meat chicken, farm-grown vegetables and natural sea salt. They also expressed what kind of ingredients they did not want in their soup-like ingredients they could not pronounce, high fructose corn syrup and MSG.

"Select Harvest is a truly differentiated product. Until we launched it, only niche products could deliver anything close to the kind of soup that women would make themselves," said Geoff Jackson, Director, Campbell's Shopper and Event Marketing, who was the Senior Brand Manager for the launch of Select Harvest soups. "From our research we realized that women mistakenly thought this kind of soup was already available to them in the general marketplace. We had to show them what Select Harvest soups offered and draw more attention to the back of the label-then we let the labels speak for themselves."

The launch of more than 40 Campbell's Select Harvest soups, including new Light varieties, was supported by a significant marketing campaign that included TV, extensive print advertising including full-page ads in newspapers nationwide and in targeted magazines, in-store communication, location-based sampling in health clubs and online. 

"Our launch activities generated national attention and stimulated trial for the new brand, exceeding our expectations," said Michael Barkley, Vice President, Campbell's Ready-to-Serve Soups. "Now that Select Harvest has broken through in the marketplace, our follow-up marketing campaign focuses on the simplicity and quality of our ingredients to help further build the Select Harvest brand."

This year Campbell has expanded the line of Select Harvest soups to include varieties that are 100 percent natural as well as Mediterranean-inspired varieties that showcase the flavorful and healthful ingredients that are core components of the Mediterranean diet, such as vegetables, whole grains and extra virgin olive oil. The soups are available in cans and microwaveable bowls in supermarkets and club stores nationwide.
 

To contact our editorial team please email us at editorial@cnsmedia.com

Related Articles

Food Ingredients News

US poultry flavors expansion: Diana investment stresses animal welfare goals

18 Jul 2018 --- Diana Food (part of Symrise) has revealed its plans to set up a new facility in Banks Crossing, Georgia, US, dedicated to chicken-based solutions from humanely-raised birds. According to the company, the plant will meet high animal welfare standards and will include a range of chicken fat, broth and powder products. Diana Food plans to open this new plant in October 2018, with ambitions to serve US customers in early 2019 from the facility.

Food Ingredients News

Weekly Digest: Tetra Pak notes sustainability milestone, Arla Foods & Yeo Valley transaction unconditional

13 Jul 2018 --- This week in business, Tetra Pak has achieved 50 percent renewable electricity consumption in just two years since its RE100 commitment. ADM announced that Kristy Folkwein, Senior Vice President and Chief Information Officer, was recognized by Constellation Research on its 2019 Business Transformation 150 and Campbell Soup appointed Diego Palmieri as Vice President and Chief Marketing Officer, US Meals & Beverages, effective July 18, 2018.

Food Ingredients News

Could Kraft Heinz make a move for Campbell Soup?

25 Jun 2018 --- According to the New York Post, Kraft Heinz is interested in buying Campbell Soup and expects a sales process to start soon. The soup and snacks company has said it planned to discuss the outcome of the review in late August.

Food Ingredients News

Nigay eyes opportunities in colors & flavors, taps into reduced-sugar and clean label trends

25 Jun 2018 --- Caramels are increasingly popular across several of the top market categories. Typically applied in ice creams, dairy products, chocolates, variations of caramel such as salted caramel, have become popular and according to Innova Market Insights data, there has been a 17 percent increase in food & beverage launches tracked with caramels (CAGR 2013-2017). In keeping up with this demand, a French leader in caramels, Nigay, is expanding its caramel offerings and tailoring their solutions to complement the current market trends.

Packaging & Technology News

McDonald’s introduces paper straws in landmark move to eradicate single-use plastics

18 Jun 2018 --- McDonald’s has announced a “phased rollout” of paper straws to replace plastic straws across all of its 1,361 UK and Ireland restaurants from September this year. The transition will be complete by 2019, while the fast-food giants are also trialing alternatives to plastic straws in Belgium and planning tests for select restaurants in the US, France, Sweden, Norway and Australia later this year.

More Articles