Campbell Soup has been around for over 100 years and it is regarded as the world's largest soup brand today, but they've been seeing declining sales for quite some time now. Consumer habits and tastes are changing and industry experts say that it's because more people are opting for fresh food instead these days.
It's not just the preference for fresh food that is pushing people away from grabbing Cambells when they go shopping either, competition on the market is also credited with fueling their declining sales.
Over the last few years, they've closed a few plants, cut hundreds of jobs, and are trying their best to try and turn things around.
Lately, they have been working on unveiling a new approach, a push for a direct-to-consumer model where you ideally order the product direct from them online and it's then delivered right to your door.
Aside from trying that new direct selling model, they are also going to venture into using glass jars. And a few years ago they also sought to create their own fresh foods division. They will be looking to release some crafted soups that will use glass jars instead of the usual cans that we are all used to seeing.
It looks like they are willing to make some drastic changes to try and re-brand their soup products.
Starting next month, they will begin offering some of their premium soups online for those interested to buy. They've already got some of their products listed on Amazon, but in the coming years they look like they are going to get much more focused on e-commerce activity.
Over the years, an increasing number of shoppers have been trying to abide by the "stick to the outer rim of the grocery store" rule, trying to make more fresh food purchases and opting to stay away from the highly processed items.
This isn't good for Campbell as their soup is usually somewhere in the middle of the store or stashed away in one of those aisles you aren't likely to come across if you're sticking to the produce section. Campbell's is looking to change this by trying to fuel some disruptive innovation in market place, they're trying to now re-design what the soup section should look like.
Pics:
Pixabay
via moziru.com
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Sources:
https://www.marketwatch.com/story/campbell-soup-has-a-soup-problem-2017-08-31
https://www.thestar.com/business/2017/08/31/campbell-soup-expects-sales-to-drop-as-people-opt-for-fresher-foods.html
http://fortune.com/2016/09/01/campbell-soup-disappointed/
http://beta.latimes.com/business/la-fi-mo-campbell-soup-california-factory-20120927-story.html
https://www.thestar.com/business/2017/12/04/campbell-tests-out-online-soup-ordering-service.html
https://www.fooddive.com/news/more-soup-for-you-campbell-to-pilot-direct-to-consumer-model/512177/
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Glass jars should help a little, those little cans aren't exactly eye catching when you are walking down the soup aisle.
It's a good idea, especially if they're willing to rework some of their recipes to cut down on the crazy amount of salt and add in more vegetables. I used to be addicted to Campbells as a kid but the salt really did damage to my stomach and I actually had to stop eating it and learn how to make real soup. Today I'm one of those customers that shops the produce section and outside of the store but if Campbells offers products more in line with my family's eating style I'd be willing to try out ordering from them just for a small store of convenience food on hand. All depends on how good the product is, though - the direct to consumer approach would only be a small part of my consideration on buying their product.
This is where we go in for the kill. If you know people who would buy this garbage and you have a garden and like to cook its time to go counter-economic. Home made soup on the black market in your community. Can it yourself and charge a one dollar deposit for your jar. #agora #anarchy #action #mspsteem
that sounds like the sort of freedom you'd need a permit for lol 😂👍
http://bipcot.org/ :-D
yeah permits are required lol. I do something similar at the local farmers market, and you have to have the same food permits as a mobile kitchen.
Ummm. I'm an anarchist. If I get a permit I'm defeating my goal be legitimizing the government. If more people go counter-economic the system will not be able to enforce the arbitrary rules. I mean, iOno where you are, but if 10,000 people suddenly started saying screw the permits then the enforcers would be overwhelmed.
not getting a permit isn't helping your goal either..as i'm not sure how being caged or paying them more $ by paying multiple fines anyways could help to achieve that?😄
revolution can't happen without risk.
I just heard about an ICO called INS which aims to use blockchain to facilitate grocery sales. Cutting costs for the user by eliminating middle men. Interesting that the very next day I would see your article on the existing grocery system and how some of its oldest most succesful entities, Campbells, might be suffering.
Thanks
Campbell soup seems to have missed the boat.
They were marketed for an older crowd that is now dying off.
When the better, heartier soups were coming out, campell was slow on the uptake. What used to be their section in the store, is now dominated by better or cheaper brands.
Further, their recent advertising campaign showed a decided... turn in direction, that will probably alienate all of the on-line purchasing crowd.
Also, many companies before them have tried this two forked sales, to be met with a bunch of angry stores. In order to compete in the on-line world, you have to be able to move the price. But, if you sell for less than stores can sell for, they often will drop your products, even if they are THE name brand.
That sounds cool!!
Why not sell online, catch the wave!!
This seems like another prime example of a company that waited way to long to move with the market and adapt. Good luck at this point.
"We're looking into using that new internet thing." - Campbell, 2017.
The internet is clearly a bubble. :)
LOL!
I love the idea of the soup being sold in a glass jar. I myself avoid tinned food at all costs, I want to see what I am buying! Glad they realise that "times, they are changing"!
That's very interesting, I always but cream of mushroom to go inside some dishes its really good
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yes, it will effect its sales...which is dropping down ...
Yes, I agree with your words, really thank you very much about what you are saying
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Perhaps it didn't help them when President Trump said he Liked Campbell's soup?
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Direct to consumer is an interesting idea although stores serve a purpose. You've got everything all in one place. If everything went direct to consumer it would be a madhouse of confusion.
It would be smart for Campbells to remarket their brand and produce healthier options with no additives - and offer non-dairy options. If they really are in trouble it would be a good move to recognize they have an opportunity to market themselves as making homes 'healthier' to keep their brand alive.I would love to know customers out there who are likely to order online (older generation/families with kids) will be feeding themselves less salt, sugar, modified blah blah. Nice post - thanks for making my lunch break interesting ;)
When I was younger I used to love eating grilled and Campbells tomato soup with a big glass of Sunny Delight
Great food post @doitvoluntarily ! Consumers really are demanding more these days and there is definitely a lot of competition ! I prefer home made soup myself and I always have , We do eat canned when rushed and also to add to other recipes like cooking pork chops in cream of mushroom soup ! Its just easier for a gravy then making it from scratch !! But I don't usually buy Campbell's because its way to expensive , LOL they need to find a way to lower the price and I will buy more ! Haha ! Upped and resteemed to share with my foodie followers in my @momskitchen blog !!😋😋😋💕
Back to also up vote and resteemed in my @karenmckersie account !thank for sharing @doitvoluntarily !😋👍👍👍
Thank you for posting nice advertisements, even if the ad is pretty much cool and quality. feeling good.
The changes they are going to make are pretty surprising, especially since it's been this way for 100 years. But I guess when you're used to being on top, you'll do whatever takes. I must admit I am pretty excited to see their new product ideas.
I think that's a great business idea. Hopefully someday they can turn there company around and hire those people back. Great post
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