CAMDEN, N.J.–(BUSINESS WIRE)–Dec. 4, 2008–Campbell Soup Company (NYSE:CPB) today announced the expansion of
its Chinese broth business with the launch of its “Swanson” broth
products in Shanghai.
The company launched the “Swanson” range in October 2007 in the lead
market of Guangdong province.
Shanghai has 18 million residents and an affluent middle class.
Campbell’s research indicates that 72 percent of the population eats a
bowl of soup every day. Campbell plans to support the launch with an
integrated marketing campaign, including television advertising and an
extensive sampling and education program in residential, commercial and
Larry McWilliams, President, Campbell International, said, “Initial
consumer response to our ‘Swanson’ broth range has been very positive.
We have created a loyal consumer base in our lead market due to our
unique offering. As we expand our geographic distribution, we plan to
apply what we’ve learned from our initial efforts during the past twelve
months and work hard to encourage consumer trial and build product
availability. We have built strong, collaborative partnerships with key
modern retailers and are tracking well on initial distribution,
exceeding our first month’s target of listing the product in 1,000
retail outlets in Shanghai.”
McWilliams continued, “Our ‘Swanson’ broth range represents a new
product category for the Shanghai market. Traditionally, when consumers
wanted to save time preparing soup or noodle dishes they used dried
bouillon mixes, which are often high in MSG. Our products provide a
fresh alternative for people wanting to prepare healthy, traditional
“Swanson” broth base products are positioned as a natural, convenient
and high- quality alternative to traditionally prepared soups and
broths, which can take between one and five hours to cook. These broths
are also used as a base for popular noodle, soup and rice dishes.
“Swanson” products are 97 percent fat free and contain no added MSG or
artificial colors or flavors.
Campbell has forged a manufacturing and distribution partnership with
Swire Pacific for the Shanghai launch.
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.
CONTACT: Campbell Soup Company Media: Anthony Sanzio, 856-968-4390 or Analysts: Leonard F. Griehs, 856-342-6428 Source: Campbell Soup Company