Consumers Seeking Value Recipes Greatly Increase Campbell’s Kitchen Website Traffic

From September 2008 through May 2009, more than 12 million people visited CampbellsKitchen.com and printed more than 4 million recipes, all of which feature Campbell products. A printed recipe is a strong indication that it will be prepared.

18/06/09 Campbell Soup Company announced that traffic to its Campbell's Kitchen Web site (www.campbellskitchen.com) increased by 60 percent from September 2008 through May 2009. Recipes printed from the site helped drive strong soup sales for the first nine months of the Campbell's fiscal year, as previously reported, especially condensed cooking soups such as "Campbell's" Cream of Mushroom and other varieties used by people to prepare meals at home.

Campbell's Kitchen Web site provides numerous cooking tips and more than 3,000 recipes using Campbell products, including "Campbell's" condensed cooking soups, "Swanson" broth and stock, "Prego" pasta sauce and "Pace" Mexican salsa. The site also features a section dedicated to providing meals for under $10.

From September 2008 through May 2009, more than 12 million people visited CampbellsKitchen.com and printed more than 4 million recipes, all of which feature Campbell products. A printed recipe is a strong indication that it will be prepared.

"Now more than ever people are searching for ways to stretch their food dollars," said Sean Connolly, President, Campbell USA. "Campbell has always stood for value and quality. Today, our value-oriented products, especially condensed cooking soups, have even greater relevance as people turn to Campbell for affordable ways to prepare home-cooked meals."

Consumers preparing more meals at home have helped fuel strong sales growth of Campbell's soup and sauces businesses. Notably, through the first nine months of the fiscal year, Campbell's U.S. Soup business has delivered one of the best sales performances in the last decade, driven in part by dynamic sales growth in condensed cooking soups. For the first nine months of the company's fiscal year, Campbell's soup sales increased 6 percent, with growth in all segments:
• Sales of condensed soup increased 6 percent with strong performance of cooking varieties, as well as eating varieties.
• Sales of ready-to-serve soups increased 4 percent, driven by the successful launch of "Campbell's Select Harvest" and "Campbell's" "V8" soup.
• Broth sales increased 10 percent due to continued growth in the core business and the successful launch of "Swanson" cooking stock.

Launched in the mid 1990s, CampbellsKitchen.com has long been a favorite destination for people seeking recipes and helpful cooking tips.

"We realize that people continue to face the question of 'what's for dinner tonight?' and they also want to provide a tasty, nourishing meal at an affordable price. That's why we've emphasized meals for under $10," said Cindy Ayers, Vice President, Campbell's Kitchen. "We will continue to provide new recipes that are easy to prepare, taste great and provide excellent value. People can expect even better things in the near future…Stay tuned!"