Campbell’s Changes Name; Is the Packaging Next?

Fear not. The easily recognizable Campbell’s soup can will be around to comfort future generations. So said the company’s president Mark Clouse, on November 19, 2024 — the day shareholders officially approved the company’s name change from Campbell Soup Co. to The Campbell’s Co. at its annual meeting.

“We love soup and always will,” said Clouse in a press release. “The iconic red-and-white Campbell’s soup labels that consumers love will be on shelves forever.”

Campbell’s soup label has been refreshed here and there over the years since its debut in 1898. But the company has significantly broadened into other food and beverage categories in recent decades through acquisitions like Pepperidge Farm (baked goods), Snyder’s-Lance (salty snacks), and Garden Fresh Gourmet (organic fresh packaged foods). That’s why the company floated a name change in September 2024 at Campbell’s Fiscal 2025 Investor Day.

According to the company, its portfolio now includes three $1 billion brands: Campbell’s, Goldfish, and Pepperidge Farm, with a fourth on the horizon in Rao’s. Other leadership brands are Cape Cod, Chunky, Kettle Brand, Lance, Late July, Pace, Pacific Foods, Prego, Snack Factory Pretzel Crisps, Snyder’s of Hanover, Swanson, and V8.

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The company says the new name reflects its transformed portfolio, while honoring its 155-year history.

Even before the iconic soup cans were immortalized by artist Andy Warhol in 1962, they’ve been recognized by generations of Moms for their convenience and for providing affordable comfort-food, especially on chilly days.

“This subtle yet important change allows us to retain the iconic name recognition, reputation, and equity we have built over 155 years while reflecting the full breadth of our portfolio — which I believe is the best in all of food,” said Clouse. “As The Campbell’s Co., we will build on our legacy of quality and innovation, while continuing to grow and meet the evolving needs of consumers.”