Last updated on September 22nd, 2014 at 08:41 pm
Campbell will launch more than 200 new products in fiscal 2015 for consumers’ changing tastes, preferences and needs, President and CEO Denise Morrison told investors during a presentation earlier this week.
The launches, designed to strengthen its core business as well as expand into faster-growing spaces, are part of Campbell’s goal to become a profitable $10 billion company within the next five years.
“In the last three years, we’ve been taking decisive action to reshape our portfolio and revitalize our growth trajectory, and you will see more of it in the future,” Morrison said. “We’re proceeding with a clear strategy and a sense of purpose that are squarely focused on the successful response to dramatic shifts in the landscape for our business, and we are confident that our strategy is moving us in the right direction.”
Campbell plans to strengthen its core businesses beginning with U.S. Simple Meals, which includes soup; revitalize its shelf-stable U.S. Beverages business, led by the V8 brand; deliver stronger growth at Pepperidge Farm; and stabilize its Australian business, including Arnott’s sweet biscuits.
To expand into faster-growing spaces, Campbell plans to continue “breakthrough” product innovation; build its position in packaged fresh foods; expand in developing markets in Asia and Latin America; and increase the availability of its products in all channels.
Bolthouse Farms Kids line starts new product avalanche
The product rollout begins in August, with the company’s Bolthouse Farms brand launching its first Kids line of refrigerated fruit and vegetable snacks—smoothies, fruit tubes and “veggie snackers” (single-serve packs in flavors like Carrot meets Ranch).
The 100 percent fruit juice Smoothies provide 1½ servings of fruit per bottle, in varieties such as Strawberry meets Banana. The squeezable Fruit Tubes are made with no added sugar and will come in flavors like Mango meets Banana & Pineapple. Smoothies and Fruit Tubes also come in non-dairy varieties.
Bolthouse Farms will collaborate with retailers to install merchandising sections in produce departments to create a kids healthy snacking destination. This section will include Bolthouse Farms Kids products, as well as products from other companies, such as fruit cups and carrot dippers.
Campbell’s Organic soups
To meet the growing demand for organic foods and to expand its offerings in the faster-growing premium soup segment, the company will introduce its first range of Campbell’s-brand organic soups. Campbell’s Organic will launch in six ready-to-serve varieties, including Chicken Noodle, Tomato & Basil, Chicken Tortilla and Garden Vegetable. The soups build on Campbell’s current organic offerings, including Swanson broth, Wolfgang Puck soups and Plum Organics baby food.
Campbell also will expand its Plum Organics line of organic simple meals and snacks for infants, toddlers and children by launching 22 new products.
To offer consumers a ready-to-drink alternative to juicing, Campbell will launch new on-trend vegetable juices under the V8 brand. These new 100 percent juices include V8 Carrot Mango, Healthy Greens, Golden Goodness and Purple Power. Campbell also will launch three bolder versions of V8 100 percent vegetable juice—V8 Spicy Mango, Sea Salt & Clam and Mint & Lime.
Also under the V8 label, Campbell will introduce Protein Shakes and Protein Bars, extending the brand into the fast-growing $4.6 billion adult on-the-go nutrition category in the U.S. The shakes will provide protein from a combination of dairy, soy, pea protein, brown rice and quinoa. The shakes and bars are made with vegetables and other ingredients, like carrot and sweet potato for added nutrition, and sweetened with ingredients like honey. They also will deliver fiber, vitamins and minerals. V8 Protein Shake flavors include Chocolate, Vanilla and Chocolate Raspberry; V8 Protein Bars will launch in Chocolate Peanut Butter, Chocolate Pomegranate and Oatmeal Raisin varieties.
To help consumers create meals at home in about 30 minutes, the company will launch new Campbell’s Soups for Easy Cooking, four aseptic soups in varieties such as Savory Portobello Mushroom and Mexican-Style Tomato.
Campbell also will launch Swanson Cream Starter, a base for homemade soups such as New England clam chowder, cream of broccoli and loaded baked potato, as well as Campbell’s Oven Sauces, which require five minutes of prep time, three or fewer ingredients and just 35 minutes of bake time for a complete meal. Four varieties are available; two of them are Classic Roasted Chicken and Sweet Teriyaki Chicken.
Tapping into global snacking trends, the company’s Pepperidge Farm brand will launch Pumpkin Spice Milano cookies for the fall and two varieties of soft-baked Coffee Shop cookies—Cinnamon Bun and Banana Walnut—inspired by popular café treats.
Arnott’s, the leading brand of sweet biscuits in Australia, has launched on-trend varieties of Tim Tam, like red velvet, which was created in partnership with famous Australian patissier Adriano Zumbo. Arnott’s also will expand its Shapes savory biscuits to Indonesia, where savory snacking is a $300 million segment.