Campbell’s Goes Veggie, Gluten-Free and No-Grain With New Products

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In recent weeks, the Campbell Soup Company has introduced several on-trend, health-conscious versions of its most popular snacks, a sign of continuing pressure in the CPG industry to keep up with consumer demand for more nutritious options.

The latest is Campbell-owned Late July, unveiling a grain-free tortilla chip made with tigernut flour. The product comes in two flavors: sea salt, and sea salt and lime. The brand is also debuting a line of organic potato chips offered in sea salt, BBQ, and salt and vinegar varieties. All products are scheduled to appear on shelves nationwide later this March.

“In food, expectations are higher than ever,” Janda Lukin, CMO of Campbell’s Snacks division, told Adweek. “We want food that has simple, clean ingredients, but zero taste trade-off.”

Earlier this month, Campbell’s Pepperidge Farm released its first gluten-free Farmhouse cookie, available in butter crisp and milk chocolate chip. Last month, the company said it would begin selling two varieties of its popular Goldfish crackers made with real vegetables: Cheesy Tomato and Sweet Carrot.

When asked to identify the biggest change his company or industry has had to deal with throughout the past two years, Mark Clouse, president and CEO of the Campbell Soup Company, told Adweek last fall: “It starts with evolving consumer preferences and changing nutritional demands for foods that are less processed, with cleaner labels and extends to transparency about the origins of ingredients.”

According to data from Nielsen, in 2019 a new CPG product entered the U.S. marketplace every two minutes, highlighting fierce competition among manufacturers to get their offerings noticed and their timing of trends just right.

In its latest quarterly earnings report, the Campbell Soup Company stated that its Snacks division, which includes Pepperidge Farm, Goldfish and Late July, grew 2% to hit $989 million in net sales. Meanwhile, the company’s Meals & Beverages unit, which includes Campbell’s soup, V8 juice and Prego pasta sauce, shrank 3% with $1.2 billion in sales.



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