The decision to rebrand is part of the company’s broader efforts to expand and shift its focus towards snacks and other jarred sauces, beyond just soups.
“This subtle yet significant change preserves the iconic company’s name recognition, its reputation, and the value built over 155 years, while better reflecting the breadth of the company’s portfolio,” Clouse said in a statement.
In recent years, Campbell has significantly diversified its offerings. In addition to its classic soups, the company now owns a range of popular snack brands, including Goldfish, Snyder’s of Hanover, Cape Cod, and Pepperidge Farm. Additionally, Campbell recently acquired Sovos Brands, the maker of Rao’s sauces.