The news that the Campbell Soup Co. plans to introduce more than 200 products in the next few months surely has retailers’ heads spinning.
Can you imagine the meetings that are going on with retailers and their contacts with the soup giant? Where to put all this stuff?
It seems that new offerings won’t be limited to the soup section — reports included mentions of Goldfish cracker-enhanced mac and cheese and Thai Ginger infused broths.
That includes the produce aisle, because of its 2012 purchase of Bolthouse Farms.
Campbell’s plans to “pour more marketing” into the Bolthouse division, which includes fresh carrots, juices and salad dressing. The company didn’t elaborate on the specifics, whether new products and new marketing campaigns are on the way.
It’s been three years since Bolthouse unveiled its “Eat ’Em Like Junk Food” campaign that sought a head-to-head competition with candy bars, chips and other vending machine staples.
It was an ambitious campaign with a goal of up to $25 million in spending (inviting other carrot marketers to join the fight).
Bolthouse even released an app — a game that featured baby peeled carrots as fuel in a wacky shopping cart race — and Halloween-themed snack packs designed for trick-or-treaters.
It will be interesting to see if Campbell’s will dust off that campaign and run with it. Bolthouse laid the groundwork. Will the company expand it past baby peeled carrots?
Here’s another example of how demand for locally grown product continues to encroach in more areas of our lives: Live Nation, the world’s largest promoter and amphitheater operator (according to Hollywood Reporter) has made arrangements with growers to supply more than three dozen venues with locally grown food.
It used to be the best bet for such an offering was the burritos and brownies sold by Deadheads in the parking lot before/after a show.