Campbell Soup has always been an Canadian favorite and grocery store staple. However, this summer Campbell will begin a new initiative to improve the sales of their condensed soup.

The company plans on enhancing the quality of their soup, making their soup healthier, modernizing their packaging, and launching a new marketing campaign. The new marketing campaign plans to redefine soup as the ultimate comfort food.

The changes to the Campbell Soup lines will come after the company spent much time holding focus groups and concentrating on the consumer’s desires. Campbell used biometrics to measure a potential consumer’s reaction to various soup products, their packaging, and the overall shopping experience.

The new initiative to be brought on by the Campbell Soup Company will affect more than 60% of the soups produced by the company. The refreshed soups will be sold at over 24,000 grocery stores.

Campbell plans to continue to use their historical red and white soup label, which is easily recognized by consumers, but they plan to change other visual elements when it comes to the soup packaging. One big change to the Campbell Soup line is that the shelving systems in the store will be altered and improved.

Campbell Plans Big Changes To Their Soups