Campbell is making investments to fund a new innovation process, accelerate innovation across its portfolio and reinvigorate consumer-focused marketing efforts to restore top-line growth and position the company for future success.
Morrison said: “Powered by a relentless focus on the consumer and a radically different approach to innovation, we are extending our product platforms into new mealtime occasions and packaging formats, and responding directly to new consumer expectations.
“We are focused on rebuilding relationships with our existing consumers and establishing connections to new ones. Simply put, our mission is to reinvent our products and our company for a new era.”
Campbell is creating new products and product platforms based on its consumer insights and aligned with what Morrison described as the New American Family – nontraditional, multi-generational, single-parent and multi-cultural.
“Consumers today crave novelty, bolder flavours and foods that help them feel alive, engaged and connected,” said Morrison. “No company is connected to consumers’ lives quite like Campbell, and we are well positioned to respond to the opportunities that the changing consumer landscape will present over the next decade.”
Morrison highlighted several innovations that will hit the market early in the company’s next fiscal year, including:
“These new consumer propositions are just the beginning,” Morrison said. “Our revamped innovation process is designed to enable us to better understand and respond to the drivers of consumer choice, and we’re highly encouraged by the initial ideas that we’ll be bringing to market in the coming season.”
Source: Campbell Soup Company
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