Campbell Soup Co. has announced its intention to modify its corporate name to Campbell's Co., a move that reflects the company's evolution beyond its iconic soup products. This proposed change, set to be voted on by shareholders in November 2024, aims to better represent the company's diverse portfolio while maintaining its historic brand identity.
Founded 155 years ago in 1869 by Joseph A. Campbell and Abraham Anderson, Campbell has grown from a modest New Jersey operation to a global food industry giant. The company's journey has been marked by significant milestones, including the introduction of its famous red and white label design in 1898 and the invention of condensed soup by Dr. John T. Dorrance in 1897.
Mark Clouse, CEO of Campbell, stated that this "subtle yet important change" would preserve the company's iconic name while better reflecting its current product range. Indeed, Campbell's offerings extend far beyond soup, encompassing brands like Prego sauce and Goldfish crackers. The company's recent $2.7 billion acquisition of Sovos Brands, completed earlier in 2024, further diversified its portfolio with the addition of Rao's pasta sauces.
This rebranding effort is not unique in the food industry. Several other companies have undergone similar transformations in recent years:
- Dunkin' Donuts shortened its name to Dunkin' in January 2019
- Krispy Kreme Inc. dropped "Doughnuts" from its corporate name in May 2021
- Domino's Pizza removed "pizza" from its logo in 2012
- Starbucks gradually simplified its logo, removing the company name entirely by 2011
- KFC shortened its name from Kentucky Fried Chicken in 1991
Manoj Thomas, a marketing professor at Cornell University, suggests that such name changes are unlikely to negatively impact consumer perception. Instead, they may signal a company's drive for expansion and growth.
Campbell's rich history includes numerous interesting facts that highlight its cultural significance. For instance, it was the first product to receive the Good Housekeeping Seal of Approval in 1908, and its soups were featured in Andy Warhol's famous artwork in 1962. The company has also been at the forefront of innovation, introducing its V8 vegetable juice in 1933 and launching the first-ever television commercial in 1950.
"This subtle yet important change will retain our iconic name while better reflecting the full breadth of our portfolio today."
As Campbell looks to the future, it continues to adapt to changing consumer preferences. The company introduced its first organic soup line in 2015 and has expanded its operations to 120 countries worldwide. With its proposed name change, Campbell's Co. aims to position itself as a modern, diverse food company while honoring its 155-year legacy in the industry.