Campbell’s Launches Soups In A Pouch

Although Warhol made the Campbell soup can famous, that hasn’t prevented the company from experiencing a 2% decline in domestic soup sales last quarter. Click through to find out more about Campbell’s new range of products, including soup in a pouch.

Campbell’s will sell its microwavable pouches under the name Campbell’s Go! Soup in a bid to attract younger shoppers. The pouches will launch in six flavors including Coconut Curry and Moroccan Style Chicken.

Campbell’s will refocus on innovation as opposed to its current strategy of extending on existing concepts. The company also plans to invest nearly $100 Million in brand building and product development this year. In addition to the soup pouches, Campbell’s will also launch boxed bisque marketed as a side dish and skillet sauces meant to be paired with steak or other meat dishes.

Younger shoppers have been passing up soup for other simple meal options that are more complete, such as frozen dinners.