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One of the most well-known food brands is considering a significant change, but it’s not about their ingredients. On Wednesday, during its annual investor call, Campbell Soup Co. announced that it might soon change its name, dropping “soup” to become simply “Campbell’s Co.” This potential name change reflects the company’s broader range of products beyond just soup.
Campbell’s CEO, Mark Clouse, described the move as a “subtle yet important change” that would better represent the full scope of the company’s food offerings. However, this change isn’t final yet. Shareholders will need to vote on the proposed name change before it becomes official.
While some may feel nostalgic for the original name, it’s important to note that Campbell’s hasn’t focused solely on soup for quite some time. Over its 155-year history, the company has expanded its product lineup to include well-known brands like Prego and Rao’s sauces, Pepperidge Farm snacks, and Goldfish crackers. In fact, Campbell’s soup sales now make up only about a quarter of its overall revenue, down from 40% in 2017. Meanwhile, snacks have become a much larger part of the company’s sales, now accounting for around 50% of total revenue.
Despite this shift, Clouse reassured customers that soup remains an essential part of Campbell’s business. “We will always love soup, and we’ll never take our eye off of this critical business,” he said during the investor call. “But today, we’re so much more than soup.”
If shareholders approve the name change, Campbell’s would be following a trend that other major brands have embraced in recent years. Companies like Dunkin' Donuts, Krispy Kreme, Domino's, and Starbucks have all simplified their names to reflect a broader focus on products beyond their original offerings. Dunkin’ dropped “Donuts” from its name in 2018, Krispy Kreme did the same with “Doughnuts” in 2021, and Domino’s removed “Pizza” from its name back in 2012. Starbucks, once named “Starbucks Coffee, Tea, and Spices,” gradually shortened its name to just “Starbucks” over time.
Interestingly, this wouldn’t be the first time Campbell’s changed its name either. When the company was first established, it was called Anderson & Campbell, and it wasn’t until 1922 that it became Campbell Soup Company. Given its long history and enduring popularity, the brand is likely to continue thriving even if the name changes.
One thing that won’t be changing, however, is Campbell’s beloved recipes. In response to rumours about possible recipe changes, Clouse took to LinkedIn to clear things up: “I’ve seen the speculation that we’re going to change the recipe... I’ll tell you what I told them: There’s no way we’re changing the sauce!”
