Campbell’s Soup Is Considering a Big Change After 100 Years — Here’s What You Need to Know

Campbell Soup Company, a beloved brand known for its iconic soups, is considering a significant shift. But before you get worried, it’s not about changing the soup recipes. Instead, the change concerns the company’s name, which has stayed the same for over 100 years.

During an investor call on Wednesday, Campbell Soup Co. announced that it is considering dropping the word “Soup” from its name and rebranding as simply “Campbell’s Co.” While the change hasn’t been finalized, the company is seriously considering it. Shareholders will be asked to vote on the matter.

CEO Mark Clouse explained this potential name change as a “subtle yet important” move that better reflects the variety of foods Campbell’s now offers. While many people still associate the company with soup, its business has grown far beyond just soups in recent years.

But even if the name changes, Clouse assured customers that Campbell’s will always focus intensely on soup.

A Shift Away from Just Soup

Many people still think of Campbell’s primarily as a soup company, but in reality, soup makes up just a tiny portion of its overall business. Soup now accounts for only about 25% of Campbell’s total sales. That’s a significant drop from 2017, when soups made up 40% of their revenue.

So, what’s filling the gap? Campbell’s has expanded its product line to include many other famous food brands. Some well-known brands under the Campbell’s umbrella include Prego pasta sauce, Rao’s premium sauces, and Pepperidge Farm, which makes everything from bread to cookies.

And let’s not forget Goldfish, the little snack crackers many people love. Campbell’s snack business has grown to nearly 50% of its sales.

Why the Change?

Campbell’s CEO, Mark Clouse, explained that this potential name change reflects the company’s evolution into a food company about much more than just soup. During the investor call, Clouse said, “We will always love soup and never take our eye off this critical business. But today, we’re so much more than soup.”

This change would align the company’s name with its broader food portfolio, which includes sauces, snacks, and baked goods in addition to soups.

Dropping “Soup” from the name would clarify that Campbell’s offers a wide range of foods, not just soups.

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Not the First Name Change

This wouldn’t be the first time that Campbell’s has rebranded. The company started as “Anderson & Campbell” in the late 1800s. It wasn’t until 1922 that the company officially became Campbell Soup Company, the name we know today. So, updating the name isn’t entirely new for the company.

Campbell’s would also follow in the footsteps of other big brands that have simplified their names. For example, Dunkin’ Donuts changed its name to just “Dunkin’” in 2018 to reflect that it sold more than just donuts. Krispy Kreme followed a similar path, dropping “doughnuts” from its name in 2021.

Domino’s Pizza made the change even earlier, shortening its name to “Domino’s” in 2012, and Starbucks has also trimmed down its original name over the years.

These examples show that big brands can continue to do well even after a name change. Campbell’s is likely to remain a strong company even with a new name.

Why Soup Still Matters to Campbell’s

Even though Campbell’s is expanding beyond soup, the company wants to reassure customers that soup is still a big part of what they do. Campbell’s CEO, Mark Clouse, clarified during the investor call that the company is not planning to change its soup recipes.

“I’ve seen the speculation that we’re going to change the recipe — even some of my friends texted me,” Clouse joked. “I’ll tell you what I told them: There’s no way we’re changing the sauce!”

So, while the name might change, the soups you know and love will stay the same.

A Decision for the Future

The name change isn’t final yet, as Campbell’s shareholders will have the final say. They will officially vote to rebrand the company as Campbell’s Co. If the change goes through, it will mark the first significant rebranding for Campbell’s in over a century.

Whether or not the name changes, one thing is clear: Campbell’s is looking toward the future. As consumer tastes evolve and the food industry changes, the company ensures its brand stays relevant and reflects its full range of products.

What’s Next for Campbell’s?

If Campbell’s does decide to drop “Soup” from its name, it could open up new possibilities for the brand. By positioning itself as a broader food company, Campbell’s might appeal to a wider audience that doesn’t necessarily think of soup when shopping.

As the company grows and diversifies its offerings, the new name could help reinforce the idea that Campbell’s is about much more than just soup. From sauces to snacks, the company’s portfolio now includes various foods stapled in many households.

Still, it’s understandable why some people might feel a little nostalgic about the potential name change. After all, Campbell’s soup has been a part of American culture for more than 150 years.

The iconic red and white cans are instantly recognizable and featured in everything from pop art to childhood memories.

Conclusion: A Modern Move for a Timeless Brand

Whether or not Campbell’s changes its name, the company will continue to be a leader in the food industry. The name change is just one part of the company’s strategy to stay relevant in an ever-changing market.

CEO Mark Clouse said, “We’re so much more than soup.” While the company honors its history, it’s also looking to the future — and that could mean a new name to match its expanded food portfolio.

So, if you’re a fan of Campbell’s soup, don’t worry. Your favorite soup recipes aren’t going anywhere. And if the name does change, it’s just another step in the company’s journey of growth and innovation.

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