Campbell Soup eyes older children as new demographic for snacking

by Eric Schroeder
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Kid eating Goldfish cracker, Campbell Soup
A major focus for Campbell Soup this year is to expand Goldfish to a new demographic — older children.
 

CAMDEN, N.J. — Campbell Soup Co. has a focused priority for fiscal 2018 when it comes to the company’s Global Biscuits and Snacks division: Strengthen the core, expand in faster-growing spaces, build global brands and better leverage global capabilities.

Luca Mignini, Campbell Soup
Luca Mignini, senior vice-president and president of Global Biscuits and Snacks for Campbell Soup

In a July 19 presentation during the company’s corporate analyst meeting, Luca Mignini, senior vice-president and president of Global Biscuits and Snacks, discussed three areas in the company’s U.S. business where those priorities will come into play: children snacking, adult snacking and fresh bakery.

Mr. Mignini said Campbell Soup intends to reach more consumers more often with Goldfish by continuing to drive up the brand’s health and well-being status. Additionally, a major focus this year is to expand Goldfish to a new demographic — older children — while continuing to strengthen the brand’s connection with millennials, he said.

Goldfish whole grain, organic, Pepperidge Farm, Campbell Soup
Campbell Soup plans to drive up its Goldfish brand’s health and well-being status.
 

“A key component of this strategy in fiscal 2018 will be to expand the Goldfish franchise to bigger kids,” Mr. Mignini said. “Through our consumer insight, we know that as kids get older, they begin to want intensely flavored chips. We also know that moms don’t feel as good about giving their kids these type of snacks because of the ingredients, particularly artificial flavors and colors, and how those snacks are made, generally fried. The new Goldfish line we are planning will solve both of these pain points for moms and deliver our ‘Real Food Philosophy.’ They are baked, made with whole grain corn and contain no artificial flavors, colors or preservatives. It’s food we are proud to serve at our own table. We are finalizing our plans to introduce these new products next spring.”

In the company’s adult snacking portfolio, Campbell Soup continues to move forward with a strategy that has generated both sales and share gains. Mr. Mignini said the company plans to invest more in its ‘Milano Moments’ campaign, which reminds women to save something for themselves, and intends to continue its efforts in support of delivering authenticity within its cookie portfolio.

Pepperidge Farm Farmhouse Thin & Crispy cookies, Campbell Soup
Farmhouse cookies are on track to be the biggest Pepperidge Farm snack launched in more than a decade.
 

“Introduced this spring, Farmhouse is on track to be the biggest Pepperidge Farm snack launched in more than a decade,” he said.

 Within the company’s fresh bakery business, Mr. Mignini identified three areas of focus for Campbell Soup.

 “We plan to reestablish our sandwich bread business by focusing on quality and its premium positioning in the market,” he said. “Second, building on our recent improvement in swirl bread, we will reengage consumers with improved communication. And finally, we maintain the momentum in (brands of all) businesses by reminding consumer of their everyday uses.”
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