Campbell Soup Company Is Officially Changing Its Name to Campbell’s Co

The Campbell Soup Co. is officially changing its name. In September, the soup company’s chief executive officer, Mark Clouse, approached investors about shortening the name to Campbell’s Co. Earlier this week, shareholders approved the change.

Even though Cambell officially dropped “Soup” from its name, branding and packaging won’t change much. Cambell’s biggest soup customers are older generations familiar with the traditional branding, so leaving the look of the product mostly the same is probably a smart marketing decision.

“We love soup and always will,” Clouse stated Tuesday, per AP News. “The iconic red and white Campbell’s soup labels that consumers love will be on shelves forever.”

While Cambell’s is traditionally known for its canned condensed soup, the company has expanded into other food products since its founding in 1869. The soup giant also owns many well-known snack brands, including Goldfish, Cape Cod, and Snyder’s of Hanover. Sauce brands Prego, Pace, and Rao’s are also within the company fold.

To better represent the company, Campbell’s name change makes sense. Soup sales have remained relatively flat for quite some time, while other sectors have grown. Snack sales, in particular, increased 13% in 2023.

Campbell’s Name Change Could Be Good or Bad

As consumer tastes and preferences change, rebranding, including a subtle name change, represents an opportunity to update a company’s image and better align with its current product line. Simply put, rebranding can make a company relevant again, attracting new customers as well as retaining current customers.

Even though a new name can come with some drawbacks, such as reduced consumer recognition, it can also be a sign of improvement and growth. Other large food companies have taken similar name-change risks as Campbell’s.

After more than 80 years, Krispy Kreme Doughnuts became just Krispy Kreme in 2021. However, you’ll still find “doughnut” among its marketing material, including on boxes and in its logo.

After Dunkin’ Donuts noticed that 60% of its sales were coffee and other beverages, the company removed “Donuts” from the name. After years of testing and teasing, the company officially changed to Dunkin’ in 2019.

Originally, Starbucks was known as Starbucks Coffee, Tea, and Spices. Yet, in the late ‘80s, the company shortened the name to just Starbucks Coffee.

In what might be the most famous name change of all, Kentucky Fried Chicken became KFC in 1991. While a shorter, easy-to-remember name seemed to be the right move, the company has been responding to rumors about the three-letter brand ever since. Over the years, speculation suggested that Kentucky Fried Chicken changed its brand name because the company does not serve real chicken. The rumor was refuted by KFC in 2016.