Campbell’s Ditches the Soup Name
Company’s Intention to Change Name Receives Shareholders’ Approval
Campbell Soup Co. announced its intention to change its name just over two months ago, and the change has now received shareholders’ greenlight. The company will now be known as Campbell’s Co., a slightly shorter version of its current name.
CEO’s Statement on the Change
In a statement, CEO Mark Clouse maintained that this "subtle yet important change" will retain the company’s iconic name "while reflecting the full breadth of our portfolio." Clouse emphasized that the company loves soup and will always do so, and the iconic red and white Campbell’s soup labels will remain on shelves forever.
Why the Change?
Campbell’s hasn’t been exclusive to the soup business for some time. The company also owns brands like Prego sauce and Goldfish crackers, and completed a $2.7 billion acquisition of Sovos Brands, the maker of Rao’s pasta sauces, earlier this year. The change is intended to reflect the company’s expanded portfolio and to emphasize its diversity beyond soup.
History of Rebranding
Campbell’s is far from the first to attempt such a makeover. Other food companies, such as Dunkin’ and KFC, have also rebranded themselves over the years, often shedding the mention of specific items they were known for with shorter corporate titles or updated logos, in hopes of emphasizing other business.
Implementation of the Change
The new name will officially be effective following an amendment filing to the company’s certificate of incorporation.
Conclusion
Campbell’s decision to change its name is a strategic move to reflect the company’s expanded portfolio and to emphasize its diversity beyond soup. The change is expected to have a minimal impact on the company’s operations and will not affect the iconic Campbell’s soup brand or packaging.
Frequently Asked Questions
Q: Why is Campbell’s changing its name?
A: Campbell’s is changing its name to reflect the company’s expanded portfolio and to emphasize its diversity beyond soup.
Q: Will the Campbell’s soup brand or packaging be affected?
A: No, the Campbell’s soup brand or packaging will not be affected by the name change.
Q: What does the new name, Campbell’s Co., reflect?
A: The new name reflects the company’s full breadth of portfolio, including its brands like Prego sauce and Goldfish crackers.
Q: When will the name change take effect?
A: The name change will take effect following an amendment filing to the company’s certificate of incorporation.
