Classic Campbell's chicken noodle soup is up for some tinkering to appeal to Millennials, multicultural families and same-sex parents amidst declining sales, Newser reports. The company's move to alter its famous broth is to side with what customers want to see in the ingredients list.
Further more, New York Times reports that the new recipe will only have 20 ingredients, most of which can be seen in an average home kitchen. The classic old recipe has 30 ingredients on the list. It has excluded potassium chloride, monosodium glutamate, chicken flavour, maltodextrin, celery, onions, vegetable oil, cornstarch, disodium inosinate, disodium guanylate, lactic acid, spice and flavouring of soybean oil and soy lecithin. Clearly, Campbell's is trying to make its soups with more natural ingredients rather than chemical flavouring.
Reasons for the declining sales of Campbell's are hard to exactly identify as discussed by Emily Balsamo with New York Times. "It's a similar situation in a lot of categories, I would say, where I think there's just a lot of distrust of larger, established food companies," Balsamo, a research analyst at Euromonitor, said.
"Within the soup category, and even within the canned soup category, smaller brands like Annie's and Amy's Naturals or Hain Celestials are doing relatively better - maybe it has something to do with them being largely organic," she added.
Indeed, early sales of Campbells' new line of organic sold in cartons were strong. It has banished the ingredients that current consumers do not like and takes advantage of advertising and social media to communicate its efforts to the consumers
Denise M. Morison, chief executive oficer of Campbell's describes its efforts to appeal to the market, "Were closing the gap between the kitchen and our plants."
NPR confirms with Campbell's that Healthy Kids Shaped Pasta with Chicken in Chicken Broth will be affected with the altered recipe. The recipe will appear in a limited-edition line in cans showing images of Chewbacca and other figures from the coming "Star Wars" film.
Will the new recipe of Campbell's boos their fluctuating sales? Do you think you'll like the new recipe? Let us know by leaving your comments below.
