Campbell Soup Goldfish crackers with whole grains
Campbell Soup plans to expand its line of Goldfish crackers featuring whole grains.

Campbell Soup investing in wellness

The Campbell Soup Co., Camden, N.J., has adopted the slogan “Real food that matters for life’s moments,” and as part of its effort to live up to the tag line, the company is investing in wellness.
Denise Morrison, Campbell
Denise Morrison, president and c.e.o. of Campbell Soup
“We’re increasing the use of vegetables and whole grains and using chicken with no antibiotics,” said Denise Morrison, president and chief executive officer, during the company’s investor day on July 19. “We choose to make our food better and more real, not because it’s trendy and convenient but because it’s important to provide people with greater access to more affordable real food because it’s required of a company that wants to define and redefine the future of food, because it’s necessary to remain relevant to new generations of consumers and because we truly believe that it provides the most compelling growth opportunity.”

Whole grains play a key role in the company’s innovation efforts. In 2018, the company plans to introduce new products to its Pepperidge Farm Goldfish platform that feature whole grains.

Luca Mignini, Campbell Soup
Luca Mignini, president of global biscuits and snacks for Campbell Soup
“Through our consumer insight, we know that as kids get older, they begin to want intensively flavored chips,” said Luca Mignini, president of global biscuits and snacks, during the investor day meeting. “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.”

During the first quarter of 2018, the company also is planning to introduce Vita-Weat Cracker Chips that will be formulated with whole grain, corn, toasted seeds and flavored with herbs, sea salt and cheese.

“Our products provide 15 billion servings of vegetables and more than 2.4 million tons of whole grains to consumers annually,” Ms. Morrison said, noting how a focus on health and wellness is reshaping the company.