Campbell Targets Younger Soup Buyers With New Organic Line

Though Campbell Soup Co. has been selling organic soups under the Wolfgang Puck label for several years, it only recently launched a line of Campbell’s brand organic soups it hopes will attract younger soup buyers and boost soup sales. Six soups, including Chicken Noodle and Creamy Butternut Squash, comprise Campbell’s organic line. According to a Campbell spokesman, the move to create a Campbell brand organic soup line taps into the trend of organic food going mainstream. The company gained expertise in organic products with the acquisition of Wolfgang Puck soups, Bolthouse Farms, and Plum Organics baby food. Campbell’s research shows that 53 percent of Americans between ages 18 and 29 want to include organic foods in their diets.