Why Campbell Wants To Drop 'Soup' From Its Legendary Name
The famous company behind those iconic red and white labeled cans could be marking the end of an era. The Campbell Soup Company wants to drop the word "soup" from its name and be known as just The Campbell Company, according to a September 10, 2024 press release. The proposed name change needs shareholder approval at the company's annual shareholder meeting in November.
The rebrand reflects what has long been true about the 155 year old company — it makes so much more than just soup. Goldfish crackers, Snyders pretzels, Prego pasta sauces, V8 juices, Cape Cod potato chips, and many other brands are housed under the Campbell's name thanks to the company's many acquisitions. In fact, V8 has been in the company's portfolio since 1948 and Pepperidge Farm (the company behind Goldfish and more) was acquired back in 1961.
Though this diverse portfolio is not new, the name change would make it a bit more official as the company's strategy shifts. The Campbell Soup Company intends to focus on broadening its reach and improving its profit margins in its most popular brands in the Snacks division and doubling down on quality and product offerings in its Meals and Beverages division. While traditional canned soups remain an important part of the company, it seems they're no longer major drivers of growth.
The history of the Campbell Soup Company name
The company was founded in 1869 by Joseph Campbell and Abraham Anderson, and it was aptly called Anderson & Campbell. The two joined forces since Campbell was a produce seller and Anderson was a commercial canner, and the original products included inexpensive canned foods like vegetables, preserves, and tomatoes.
Its first soup was called "Campbell's Beefsteak Tomato Soup," and it was released in 1895. The cans were also printed along the bottom of the label with the name "Joseph Campbell Preserve Co," which also featured on the very first version of the classic red and white Campbell's soup can. Eventually, that additional "Preserve Co" branding was replaced by various label designs featuring the fleur de lis. It was not until 1922 that the organization officially became the Campbell Soup Company, and the name has remained unchanged, until now.
In the Campbell Soup Company press release following its Investor Day, CEO Mark Clouse said "What better way to mark this next chapter than with a subtle, but meaningful change in the name of our company."