Campbell Soup has been around for over 100 years and it is regarded as the world's largest soup brand today, but they've been seeing declining sales for quite some time now. Consumer habits and tastes are changing and industry experts say that it's because more people are opting for fresh food instead these days.
It's not just the preference for fresh food that is pushing people away from grabbing Cambells when they go shopping either, competition on the market is also credited with fueling their declining sales.
Over the last few years, they've closed a few plants, cut hundreds of jobs, and are trying their best to try and turn things around.
Lately, they have been working on unveiling a new approach, a push for a direct-to-consumer model where you ideally order the product direct from them online and it's then delivered right to your door.
Aside from trying that new direct selling model, they are also going to venture into using glass jars. And a few years ago they also sought to create their own fresh foods division. They will be looking to release some crafted soups that will use glass jars instead of the usual cans that we are all used to seeing.
It looks like they are willing to make some drastic changes to try and re-brand their soup products.
Starting next month, they will begin offering some of their premium soups online for those interested to buy. They've already got some of their products listed on Amazon, but in the coming years they look like they are going to get much more focused on e-commerce activity.
Over the years, an increasing number of shoppers have been trying to abide by the "stick to the outer rim of the grocery store" rule, trying to make more fresh food purchases and opting to stay away from the highly processed items.
This isn't good for Campbell as their soup is usually somewhere in the middle of the store or stashed away in one of those aisles you aren't likely to come across if you're sticking to the produce section. Campbell's is looking to change this by trying to fuel some disruptive innovation in market place, they're trying to now re-design what the soup section should look like.
Pics:
Pixabay
via moziru.com
pixabay
Sources:
https://www.marketwatch.com/story/campbell-soup-has-a-soup-problem-2017-08-31
https://www.thestar.com/business/2017/08/31/campbell-soup-expects-sales-to-drop-as-people-opt-for-fresher-foods.html
http://fortune.com/2016/09/01/campbell-soup-disappointed/
http://beta.latimes.com/business/la-fi-mo-campbell-soup-california-factory-20120927-story.html
https://www.thestar.com/business/2017/12/04/campbell-tests-out-online-soup-ordering-service.html
https://www.fooddive.com/news/more-soup-for-you-campbell-to-pilot-direct-to-consumer-model/512177/
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