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US: Shifting soup into the coffee capsule arena

Campbell’s, the No1 soup brand in the US, and Keurig, the No1 coffee brewer brand in the US [by dollar sales], have combined to offer consumers the taste and experience of Campbell’s soups in a convenient snack that can be prepared at the touch of a button in Keurig coffee brewers.

Needless to say, the soup doesn’t exactly just drop out of the Keurig fully prepared. It resembles making instant noodles or ramen; pour packets of dehydrated pasta and vegetables into a mug, slot in the K-cup, and the Keurig pours out hot, delicious broth that rehydrates the soup components and provides soup without having to open a can.

But why would Campbell’s do this?

The short answer is that young people do not drink soup. Campbell’s has been trying to figure out how to get the Millenial generation to drink its products for some time now; launching new types of packaging ie pouches, and new flavours that are a bit more adventurous than what you’d expect from a company like Campbell’s.

“Snacking is a growing behaviour among US consumers, with more than half snacking multiple times a day. Consumers are also looking for snacks that serve as mini-meals to satisfy hunger, and there is an increasing need for ultra convenient options. Campbell’s Fresh-Brewed Soup was designed to meet that consumer need,” says Denise Morrison, President and CEO of Campbell Soup.

“This innovative partnership is a win for consumers and for both companies, and represents another important step as Campbell expands into higher-growth spaces. Campbell is connecting with consumers in new and exciting ways. We expect this delicious Campbell’s Fresh-Brewed Soup to provide consumers with a flavourful, convenient soup that fits their lives today,” she adds.

“Campbell’s is an iconic brand that shares our focus on harnessing innovation to delight consumers – making them an ideal partner as we take this first step beyond beverages for the Keurig system,” said Brian Kelley, President and CEO of GMCR.

“The union of Campbell’s great taste and the speed and convenience of Keurig invites new consumption occasions and positions both companies to better meet the growing snacking needs of consumers in the US.”

Says a joint press release:

Campbell’s Fresh-Brewed Soup uses proprietary Keurig manufacturing expertise to seal in the ingredients’ peak flavour, and Keurig’s single-serve knowledge to release an authentically delicious, perfectly-portioned snack.

Combining the trusted properties of a Keurig Brewed K-Cup pack and Campbell’s savoury recipes, Campbell’s Fresh-Brewed Soup will deliver a flavourful hot broth through the ease and convenience of the Keurig brewing system.

Campbell’s Fresh-Brewed Soup consists of a broth K-Cup pack and an included packet of dry pasta and vegetable blend garnish. Consumers simply brew a broth K-Cup pack over this garnish to create a satisfying snack in minutes.

The companies expect to launch three varieties of the new soup, including Homestyle Chicken Broth & Noodle, in 2014. They also expect Campbell’s Fresh-Brewed Soup will be offered in the same aisles and retail sections of stores where Keurig Brewed K-Cup pack varieties are sold.

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