Campbell Soup partners with Keurig on K-cup packs for soup
Posted by Lisa McTigue Pierce, Executive Editor -- Packaging Digest, 9/13/2013 2:55:08 PM
Campbell Soup Co. and Green Mountain Coffee Roasters Inc. have announced an agreement that will bring together Campbell's, the number one soup brand in the United States, and Keurig, the number one coffee brewer brand in the United States by dollar sales.1
Campbell's Fresh-Brewed Soup K-Cup packs will offer consumers the taste and experience of Campbell's soups in a convenient snack that can be prepared at the touch of a button in Keurig brewers.
Snacking is a growing behavior among U.S. consumers, with more than half snacking multiple times a day.2 Consumers are also looking for snacks that serve as mini-meals to satisfy hunger, and there is an increasing need for ultra convenient options.3 Campbell's Fresh-Brewed Soup was designed to meet that consumer need.
"This innovative partnership is a win for consumers and for both companies, and represents another important step as Campbell expands into higher-growth spaces," says Denise Morrison, president/CEO of Campbell Soup Co. "Campbell is connecting with consumers in new and exciting ways. We expect this delicious Campbell's Fresh-Brewed Soup to provide consumers with a flavorful, convenient soup that fits their lives today."
"Campbell's is an iconic brand that shares our focus on harnessing innovation to delight consumers—making them an ideal partner as we take this first step beyond beverages for the Keurig system," says Brian Kelley, president/CEO of GMCR. "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 U.S."
Campbell's Fresh-Brewed Soup uses proprietary Keurig manufacturing expertise to seal in the ingredients' peak flavor, and Keurig's single-serve knowledge to release an authentically delicious, perfectly-portioned snack. Combining the trusted properties of a Keurig Brewed K-Cup pack and Campbell's savory recipes, Campbell's Fresh-Brewed Soup will deliver a flavorful hot broth through the ease and convenience of the Keurig brewing system. Campbell's Fresh-Brewed Soup consists of a broth K-Cup pack and an included packet of dry pasta and vegetable blend garnish. Consumers simply brew a broth K-Cup pack over this garnish to create a satisfying snack in minutes.
The companies expect to launch three varieties of the new soup, including Homestyle Chicken Broth & Noodle, in 2014. They also expect Campbell's Fresh-Brewed Soup will be offered in the same aisles and retail sections of stores where Keurig Brewed K-Cup pack varieties are sold.
Source: Campbell Soup Co.
1 NPD Data, all channels as of July 2013
2 The NPD Group: Snacking in America, 2012
3 Symphony IRI Group: State of the Snack Industry 2013
Cliff Wild - 2013-14-11 18:36:32 GMT
It would be great if you could do the sames for the vue packs too. I use to have the k cup keurig but recently purchased the keurig vue. Love the new machine. See what you can do.
Pat - 2013-25-10 17:59:06 GMT
i have asked keurig to sell soup k-cups more than 5yrs ago when i purchased my first keurig coffee machine plus the original hot chocolate k-cups. i was told then that i have a great idea and will pass it along...5yrs later i'm delighted to learn that soup k-cups are now a reality and can hardly wait till they are for sale o the public. i would love to see chicken, tomato, beef, vegetable, mushroom, and most of campbell's soup flavors we all know and love for generations. Thank you as soup is an international comfort food that soothes and nourishes all year round but...especially during flu season which is almost upon us. I love your coffee and never leave home without it...cider, original hot chocolate and green tea which is a natural source of vitamin C...
joan kenner - 2013-10-10 00:35:03 GMT
I love this idea, hopefully the prices will be comparable to the coffee. I agree with the other review, give me the veggies please.
Alice - 2013-9-10 07:42:03 GMT
I am allergic to Chicken. PLEASE make some vegetarian or beef (with no chicken stock) K cups. Love my Keurig & love Cambells too!
If you need any volunteer tasters count me in!
Dottie Kunz - 2013-6-10 16:41:31 GMT
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