‘More than soup’: Campbell’s to rebrand after more than 100 years with iconic company name

The Campbell Soup Company is planning to drop soup from its name after 102 years.

The change to “The Campbell’s Company” will highlight the multiple other food brands the company owns, including Pepperidge Farms cookies, Goldfish crackers, Rao’s and Prego pasta sauces, and V8 juice, the company says.

“This subtle yet important change retains the company’s iconic name recognition, reputation and equity built over 155 years while better reflecting the full breadth of the company’s portfolio,” Campbell’s CEO Mark Clouse said in a statement Tuesday.

While the company itself is 155 years old, its current name dates to 1922.

In the 12-month period ending July 28, the company’s Meals and Beverages division that covers soups, sauces, broths, drinks and various meal products brought in more than $5.25 billion, while the Snacks division brought in more than $4.37 billion.

Campbell’s executives do not think their soups will be their top seller forever. They projected that Goldfish crackers would become their leading brand as of 2027, according to the BBC.

At the company’s annual investor day meeting in New York Tuesday, Mr. Clouse reiterated that soup would still be important to Campbell’s.

“We will always love soup, and we’ll never take our eye off of this critical business. But today, we’re so much more than soup,” Mr. Clouse told investors, according to the BBC.

The name change will have to be approved by shareholders at the company’s annual meeting in November before becoming official.