Campbell Soups Trades in Iconic Can for a Trendier Pouch
Gone are the days of can openers and lip popping soup cans. Campbell’s new GO line of pouches have been re-designed with a younger and sophisticated demographic in mind, whose pickier palette yearns for heartier varieties and more complex flavors. This is the era of foodies, where experimentation and exploitation of new and trail-blazing recipes look to shock and awe.
Companies like Campbell Soup are making an effort to keep up with the trendsetting masses with these “do-or-die” offerings, considering that canned soup consumption is down 13% in the last decade. The packaging is designed to be easy to open, and heat up using a microwave (in under 3 minutes), or if you insist on going the stone-age route – via submerging in a pan of boiling water for an increasingly loger period (we have yet to test this route).
The company is going the distance to re-introduce it’s long and forgotten soups into the market. As noted in this CBS article:
The company dispatched executives to London, Nashville, Portland and other designated “hipster hubs” to meet with younger consumers face-to-face. Dozens were recruited to participate in “live-alongs,” in which executives ate meals with them in their homes, peeked in their pantries and tagged along on trips to the grocery store.
All in all, the new ease in portability, packaging re-design, and flavor combinations have gotten our interest. Maybe even enough to pick one, or two, or three – okay, maybe we’ll pick up one of each next time we’re in the grocery aisles.