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Campbell Builds on Success of Select Harvest(R) Soups with New 100 Percent Natural Varieties

Adds Five Mediterranean-inspired Soups to Line Up

CAMDEN, N.J.–(BUSINESS WIRE)–Sep. 16, 2009–
Campbell Soup Company (NYSE:CPB) is launching the next wave of
one of its most successful soup introductions in years – Campbell’s
Select Harvest
® soups. Building on the
momentum established last year, Campbell is introducing 12 new, 100
percent natural varieties of Select Harvest soups,
currently arriving on supermarket shelves across the country.

The new collection of 100 percent natural soups is the first from Campbell’s®.
These naturally delicious soups contain no artificial ingredients of any
kind and include some of Campbell’s Select Harvest most popular
varieties, like Chicken with Egg Noodles and Mexican-Style Chicken
Tortilla.

Five new Mediterranean-style soups showcase the flavorful and healthful
ingredients that are key aspects of the Mediterranean diet, such as
vegetables, whole grains and extra virgin olive oil. They include two
additional Select Harvest Light soups, with 80 calories or less
per serving: Light Minestrone with Wholegrain Pasta and Light Roasted
Chicken with Italian Herbs. Like the entire Select Harvest line,
all of these soups contain natural sea salt and healthy sodium levels.

Sales of Campbell’s ready-to-serve soups increased 4 percent last
year, mainly driven by the launch of Select Harvest. Since
Campbell introduced Select Harvest soups last year, an estimated
3.7 million new households have started buying the soup, helping to make
it the number one introduction in the soup category.

“We are extremely pleased with the performance of the Select Harvest
brand in its first year and are looking forward to building on that
success this year,” said Michael Barkley, Vice President, Campbell’s
ready-to-serve soups. “We developed Select Harvest soups
specifically for women by listening to what they wanted in a new soup
from Campbell, namely ingredients they would find in their own kitchens.
We continue to address consumers’ needs by expanding our soup offerings
with the 100 percent natural and Mediterranean varieties.”

Campbell’s Select Harvest soups are the first from the company to
feature a label with a clean and simple design, highlighting a short,
familiar list of ingredients. The 12 new, 100 percent natural varieties
of Select Harvest include:

  • Chicken with Egg Noodles
  • Mexican-Style Chicken Tortilla
  • Italian-Style Wedding
  • Savory Chicken and Long Grain Rice
  • Roasted Chicken with Rotini and Penne Pasta
  • Minestrone
  • Vegetable Medley
  • New Chicken Tuscany
  • New Zesty Tomato Bisque
  • New Savory Sausage and Vegetables
  • New Light Roasted Chicken with Italian Herbs
  • New Light Minestrone with Wholegrain Pasta

Campbell plans to support Select Harvest with a new marketing
campaign, including print, television and online ads that highlight what
consumers love about the soups: wholesome ingredients, great taste and a
clean and simple label. New television advertising created by BBDO New
York will begin airing in September, highlighted by a 30-second
commercial. The ad, titled “Show the World,” captures people’s attention
by showing the all-natural ingredients for Campbell’s Select Harvest
soups by writing them on a building, in skywriting and carved into a
farmer’s field.

About Select Harvest

Campbell’s Select Harvest now features more than 50 soups, which
are made from real, high-quality ingredients, including 100 percent
natural chicken and 100 percent natural chicken stock.

There is no MSG added to any Select Harvest soup1, and
the soups contain no artificial flavors. Plus, Campbell has added a
naturally flavorful sea salt, which helps all Select Harvest
soups meet the “healthy” guideline for sodium at 480 mg per serving.

For more information about Campbell’s Select Harvest soups, visit www.campbellselect.com.

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of
high-quality foods and simple meals, including soup, baked snacks, and
healthy beverages. Founded in 1869, the company has a portfolio of
market-leading brands, including “Campbell’s,” “Pepperidge Farm,”
“Arnott’s,” and “V8.” For more information on the company, visit
Campbell’s website at www.campbellsoup.com.

1 Some of the soups contain soy sauce and yeast extract, a
natural ingredient that contains a small amount of naturally occurring
glutamate.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6050546&lang=en

Source: Campbell Soup Company

Campbell Soup Company
Juli Mandel Sloves
(856) 342-3717
juli_mandel_sloves@campbellsoup.com
or
Weber
Shandwick
Maureen Waters
(312) 988-2385
mwaters@webershandwick.com