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Brief Published: 11 Sep 2013

Campbell Soup’s New Brew


In a bid to reinvigorate its product line, US-based soup manufacturer Campbell’s is launching instant soups for use in Keurig coffee makers. 

The Green Mountain Coffee Company, which manufactures Keurig machines in the US, will partner with Campbell’s to develop the soup-filled K-Cups – some of which will be sold with a sachet of dry pasta and a vegetable garnish. Due to launch in the US in 2014, they will initially be available in three flavours, including chicken noodle. 

Green Mountain states the release is a response to an increased consumer interest in snack food. “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,” said Green Mountain chief executive Brian Kelley. 

The launch is part of an ongoing strategy that began in 2012 with the introduction of Campbell’s Go. The microwavable soup pouches are targeted at young professionals aged between 20 and 30 who are looking for fast, on-the-go edibles. 

For more on brands that are upgrading the in-transit snacking experience, see The Breakfast Boom. For further insight into adapting familiar foods for new formats, take a look at our coverage of the International Food & Drink Event