Campbell: we want to be "the leading health and well-being food company"

25 Jul 2017

Campbell Soup has outlined its strategies to drive growth in a rapidly-changing food landscape at its annual investor day, declaring that its goal is to be the leading health and well-being food company.

Campbell: we want to be the leading health and well-being food company

Campbell Soup has outlined its strategies to drive growth in a rapidly-changing food landscape at its annual investor day. Led by President and Chief Executive Officer Denise Morrison, the company declared its goal to be the leading health and well-being food company. Executives detailed plans to strengthen Campbell’s core business and expand into faster-growing spaces through four strategic imperatives:

At its annual Investor Meeting, Campbell outlined plans to build greater trust with consumers through real food, transparency and sustainability; accelerate digital marketing and e-commerce efforts; continue to diversify Campbell’s portfolio in fresh foods and health and well-being; and increase its presence in the faster-growing snacking category.

“In the last six years, we’ve made significant progress activating our Purpose, ‘Real Food that Matters for Life’s Moments,’ and transforming our portfolio toward faster-growing spaces,” said Morrison. “Our intention has been to move Campbell in the direction of health and well-being. We are committed to accelerating those efforts and strive to be the leading health and well-being food company because we recognize that real food and healthier food is better for our consumers and better for our business.”

Today, Campbell has approximately $1 billion in annual net sales from fresh products and its portfolio provides nearly 15 billion servings of vegetables and more than 2.4 million tons of whole grains to consumers annually. The company says its organic portfolio is in the top 10 in the industry and growing at double digits.

In response to changing consumer needs around health and well-being, Campbell says it has taken deliberate steps to reshape its portfolio through internal innovation, changes to its recipes and a series of acquisitions, including Bolthouse Farms, Plum Organics, and Garden Fresh Gourmet, as well as the pending acquisition of Pacific Foods, a producer of organic broth and soup.

“Campbell‘s goal to lead in health and well-being is attainable, but we will need to redouble our efforts by extending the real food credentials of our current brands and adding more brands that resonate with consumers; improving our rate of innovation; and increasing our distribution capabilities in new channels,” said Morrison. “Some of this we can build ourselves, but in other instances we will have to leverage external development.”