Campbell’s brand drops ‘soup’ from its name after more than a century

A household brand since 1922, Campbell's Soup is officially dropping part of its longstanding name. The company, known for its red and white cans, will now be called the "Campbell's Company."

The decision reflects a growing portfolio beyond just soup. Campbell's CEO Mark Clouse made the announcement on Wednesday, Sept. 11, saying, "We will always love soup, and we'll never take our eye off of this critical business. But today, we're so much more than soup."

He's right, Campbell's now includes brands like Prego sauces, V8 beverages and Goldfish snacks. In fact, these products are becoming even more of a focus for the company.

In 2023, non-soup sales grew by 13%, while soups grew by just 3%. That small boost is a win for Clouse, as the company's soup business was struggling when he took over five years ago.

According to the Wall Street Journal , soups had lost their appeal with consumers, but that turned around with redesigned cans and new flavors. Clouse said the name change keeps the company's history in mind while representing its wide range of companies more broadly.

The new name is set to go through the formal approval process at the annual shareholders meeting in November.

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