Campbell’s Ditches the Soup – Name, That Is
New Name, Same Iconic Brand
Campbell Soup Co. announced its intention to change its name just over two months ago, and shareholders have now given the greenlight for the change. The company will be known as Campbell’s Co., a slightly shorter name that still retains the iconic brand’s name.
Why the Change?
According to CEO Mark Clouse, the change is meant to "reflect the full breadth of our portfolio." Campbell’s hasn’t been exclusive to the soup business for some time, owning brands like Prego sauce and Goldfish crackers, and completing a $2.7 billion acquisition of Sovos Brands, the maker of Rao’s pasta sauces, earlier this year.
The Iconic Soup Brand Remains Unchanged
Despite the name change, the company assures that the Campbell’s soup brand and packaging will not be affected. "We love soup and always will," Clouse stated. "The iconic red and white Campbell’s soup labels that consumers love will be on shelves forever."
A Tradition of Rebranding
Campbell’s is far from the first company to attempt a makeover. A handful of other food companies have also rebranded themselves over the years, often shedding the mention of a specific item they were known for with a shorter corporate title or updated logo, in hopes of emphasizing other business.
Implementation
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 growth and diversification beyond its iconic soup brand. The change will not affect the company’s beloved soup packaging, and the iconic Campbell’s logo will remain a staple on store shelves.
Frequently Asked Questions
Q: What is the reason behind the name change?
A: The company wants to reflect the full breadth of its portfolio, which includes brands beyond soup.
Q: Will the soup brand be affected by the name change?
A: No, the Campbell’s soup brand and packaging will remain unchanged.
Q: What is the timeline for the name change?
A: The new name will be effective following an amendment filing to the company’s certificate of incorporation.
Q: Is Campbell’s the first company to rebrand itself?
A: No, several other food companies have also rebranded themselves over the years, often shedding the mention of a specific item they were known for with a shorter corporate title or updated logo.
