Campbell’s Soup changes name after 155 years – and shoppers fear prices will rise after ‘clueless’ and ‘stupid’ move

THE Campbell Soup Company, a staple in American kitchens for 155 years, is preparing for a significant rebranding by dropping “soup” from its corporate name.

As it pivots to meet evolving consumer preferences, the company will soon be known simply as The Campbell’s Company, subject to shareholder approval at its annual meeting in November.

Campbell's decision to remove "soup" from its name reflects a broader strategy to diversify beyond its original product line, according to a September 10 press release.

While soup remains an important part of the company's business, it now constitutes a smaller portion of its overall sales.

In the past year, Campbell's snack sales grew by 13%, compared to a modest 3% growth in its soup category, per the release.

“This subtle yet important change retains the company’s iconic name recognition, reputation, and equity built over 155 years while better reflecting the full breadth of the company’s portfolio,” said Campbell CEO Mark Clouse in the release.

The name change is not just cosmetic but a strategic shift to align with the company's current and future business model.

SHOPPER SHOCK

Upon hearing the news of the Campbell's name alteration, consumers have been reacting strongly.

One user commented on a Facebook post sharing the news, "I don’t understand this change at all????"

"People can’t leave things alone," wrote another.

Others think that the change shows "a lack of common sense," according to one other person.

On X, another user reacted strongly to the change, tweeting, "Another stupid decision by a marketing person that’s clueless."

SHIFT TO SNACKING

Campbell has significantly expanded its portfolio in recent years, acquiring snack brands like Goldfish, Snyder’s of Hanover, Cape Cod, Pepperidge Farm, and most recently, Sovos Brands, maker of popular Italian foods such as Rao’s sauces.

Campbell’s pivot toward snacks reflects a larger industry trend as legacy food companies vie for a bigger piece of the snack market, which is valued at over $200 billion by market research firm Circana.

Nearly half of Americans now say they eat at least three snacks a day, highlighting the growing importance of the category.

Campbell's revamped approach mirrors recent moves by other major food companies.

In August, Mars, the maker of M&M’s, acquired Kellanova, the parent company of Cheez-Its and Pringles, in a deal worth nearly $29 billion.

“Snacking is a large, attractive, and durable category that continues to grow in importance with consumers,” Kellanova stated.

NEW CHAPTER

The rebranding to The Campbell’s Company marks the beginning of what the company calls a “new chapter."

This is aimed at leveraging its expanded portfolio and strong team to set a new standard for performance in the food industry.

“Our focused strategy has positioned us well and helped to solidify a foundation that has delivered consistent and dependable results,” Clouse emphasized.

“We are ready to turn the page and enter a new chapter where we build on Campbell’s transformed portfolio, strong team, and aligned and engaged culture with the goal to set the standard for performance in the food industry.”

FUTURE GROWTH

Looking ahead, Campbell's sees substantial potential in both its Snacks and Meals & Beverages divisions.

The company aims to grow its snack business through best-in-class innovation, expanding its leadership brands, and leveraging its direct store delivery model.

Meanwhile, the acquisition of Sovos Brands positions the Meals & Beverages division for a new growth trajectory, emphasizing quality, convenience, and value.

"We have built the best snacks portfolio in faster-growing and advantaged categories,” said Chris Foley, President of Snacks at Campbell in the release

“We expect to continue to grow these advantaged core businesses by pursuing best-in-class innovation and unlocking the full potential from our advantaged distribution network."

In other grocery and brand changes, shoppers will find a "jiggly" change with Jell-O this holiday season.

Plus, McDonald's has fans divided over its Crocs Happy Meal collaboration.