Campbell's and GMCR Bring Soup to Keurig
Campbell Soup Company and Green Mountain Coffee Roasters, Inc. (GMCR) announce an agreement that will bring together Campbell’s and Keurig. The brand new 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. Consumers are also looking for snacks that serve as mini-meals to satisfy hunger, and there is an increasing need for ultra-convenient options. 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 and chief executive officer of Campbell Soup Company. “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.”
Canaccord Genuity Analyst Scott Van Winkle, comments on the announcement, “The added versatility of soup should drive improved attachment rates over time, even if only modestly, as Keurig users can now utilize their machines beyond beverages. Campbell’s is the clear choice for soups, as partnering with this category leader brings instant credibility and consumer familiarity. We believe that it is clear that Mr. Kelley’s long-term vision is for an all-in-one single serve Keurig machine in households capable of delivering hot, cold, still and carbonated beverages, as well as select snack or meal opportunities (soup, etc.).”
Winkle adds, “Today’s announcement is one step toward that vision, and several intermediate steps (interactive K-Cups, backwards K and Vue Cup compatibility, carbonation) are likely to unfold over the next several years and be discussed next week. We see soups as a logical extension, as the new category broadens target audience (effective for kids) and brings a value proposition that resonates with consumers young and old (particularly parents looking for a quick, easy and safe family snack).”
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 a perfectly-portioned snack. Combining the 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.
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Snacking is a growing behavior among U.S. consumers, with more than half snacking multiple times a day. Consumers are also looking for snacks that serve as mini-meals to satisfy hunger, and there is an increasing need for ultra-convenient options. 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 and chief executive officer of Campbell Soup Company. “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.”
Canaccord Genuity Analyst Scott Van Winkle, comments on the announcement, “The added versatility of soup should drive improved attachment rates over time, even if only modestly, as Keurig users can now utilize their machines beyond beverages. Campbell’s is the clear choice for soups, as partnering with this category leader brings instant credibility and consumer familiarity. We believe that it is clear that Mr. Kelley’s long-term vision is for an all-in-one single serve Keurig machine in households capable of delivering hot, cold, still and carbonated beverages, as well as select snack or meal opportunities (soup, etc.).”
Winkle adds, “Today’s announcement is one step toward that vision, and several intermediate steps (interactive K-Cups, backwards K and Vue Cup compatibility, carbonation) are likely to unfold over the next several years and be discussed next week. We see soups as a logical extension, as the new category broadens target audience (effective for kids) and brings a value proposition that resonates with consumers young and old (particularly parents looking for a quick, easy and safe family snack).”
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 a perfectly-portioned snack. Combining the 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.
Related Articles:
Campbell Closer to Sale of European Business
Campbell's to Expand International Portfolio
Campbell's to Roll out Soups for Millenials