Campbell's Reduced-Sodium Soups: A Marketing 50 Case Study

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Photo: Tony Pettinato
Healthy options aren't just about fat and calories. Aging boomers are looking for lower-sodium alternatives. So is Campbell Soup Co.

Campbell has been pursuing ways to lower sodium content for decades. Last year, it made a breakthrough with sea salt and has been gradually overhauling its portfolio. Campbell's reduced-sodium soups were Information Resources Inc.'s top new-product introduction of 2007, with more than $100 million in sales.

Ads from Y&R, New York, focus on the product's taste. Cause-marketing partnerships also support the reduced-sodium soups.

"Our commitment to sodium reduction and our increasing number of lower-sodium products are resonating with consumers," says Lisa Walker, VP-soup innovation at Campbell. "We have found that our lower-sodium soups are making a big impact, bringing people back to enjoying Campbell's soups."

The company is still working to overhaul its red-and-white label soups. The higher-price Healthy Request line has posted impressive gains, with sales up 7% in the last year, according to IRI. Campbell has 85 lower-sodium products, and more are on the way.

"Our sodium journey is far from over as we continue to explore ways to not only lower the sodium in our products, but to help raise awareness of how our products fit into a heart-healthy lifestyle through partnerships with the American Heart Association's Go Red for Women movement and The Heart Truth," Ms. Walker says.
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