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Campbell’s KitchenSM Serves up New On-Line Experience, Builds on Rich Culinary History and Cooking Insights

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New Website Features More Than 3,000 Recipes and Over 500 New Photos

CAMDEN, N.J.–(BUSINESS WIRE)–Nov. 17, 2009–
Just in time for the holidays, Campbell Soup Company (NYSE:CPB)
is making it easier than ever to answer the question “What’s for
dinner?” with a major overhaul of its popular
website. The enhanced site has been designed to help people expand their
cooking repertoire beyond the casserole, while stretching their
hard-earned food dollars.

The new
features more than 3,000 recipes, including a recipe collection
dedicated to “Budget Friendly” recipes, many of which will feed a family
of four for less than $10. The site offers a “Creative and Different”
section that contains recipe collections that are perfect for the cook
looking to expand her repertoire with new cooking twists and techniques.
And while America’s favorite protein ingredient continues to be chicken,
the new website offers a “Chicken with a Crunch” collection that’s sure
to expand mealtime options. Certainly no website from Campbell’s
would be complete without a “Holiday Favorites” section that
covers everything from appetizers to desserts, along with favorite side
dish recipes. The site’s sleek new design is organized to make
affordable meal ideas, cooking tips, helpful articles on cooking and
search options more accessible and user-friendly than ever.

“Our team embarked on a quest to better meet the needs of family-focused
cooks, which ultimately resulted in completely revamping our website,”
said Lisa Walker, Vice President, Campbell’s Condensed Soup, Broth and
Campbell’s Kitchen. “We talked to thousands of people and spent time in
their homes across the country to learn what has changed in recent years
regarding the way they put meals on the table. These insights drove the
creation of the new”

Campbell’s Consumer Insights team uncovered a major shift in American
eating habits. Families are demanding greater value from the dollars
spent to create meals. As a result, more Americans are eating at home
more frequently and meals are again an occasion to eat together and
reconnect as a family. For the cook, the challenge becomes how to
provide a variety of choices that the entire family will enjoy – and
doing so on a limited budget. For many, just the challenge of preparing
a meal for a family is completely new – as many of today’s new home
cooks have been raised on take-out meals and fast food and received
little formal or informal training on how to cook.

“We’re observing a fundamental change in how Americans approach the task
of planning and preparing dinner for their families,” said Charles Vila,
Vice President, Campbell’s Consumer Insights. “The economic recession
has re-focused consumers on making enjoyable meals at home for less
money than it would cost to go out. Families all across America are now
coming home to dinner and enjoying connecting around the dinner table.
While the economic recession will pass over time, we believe these new
behaviors will be long-lasting.”

website incorporates numerous new features intended to enhance the user
experience. A few of these include:

“While Campbell has been providing recipe ideas for nearly a century, we
know times have changed,” said Walker. “Each of the recipes on the new
site has been thoroughly tested to make sure the cooks who put their
trust in Campbell – and the rest of the family – will be satisfied with
the results. We want
to be the go-to resource for cooks looking for simple meals that taste
great and great tasting meals that are simple to create.”

Campbell has been a trusted resource for home cooks ever since it
introduced its first cookbook, Helps for the Hostess, in 1914.
Since then, the company has produced hundreds of cookbooks and created
thousands of recipes. Over the past year, the number of visitors to the
website has more than doubled, to an average of 1 million visits
monthly, resulting in more than 5 million recipe prints during this

“Our research told us that if we wanted to continue to be a trusted
source for recipe ideas with home cooks, we needed to present our
recipes and all the other information in a completely new way,” said
Walker. “We’re confident the new
will reach these cooks where they are going for their information –
online – with great recipes and even more engaging content.”

The new
website was developed by the Dallas-based design firm IMC2.

represents the new on-line presence of the experts in Campbell’s
. For more than 65 years, a dedicated team of chefs, home
economists and recipe developers have used their culinary, research and
development skills to provide a range of recipe ideas for American
families. Today,
is a comprehensive resource for people looking for affordable meals,
cooking tips, recipes, and information.

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
vegetable-based 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

Source: Campbell Soup Company

Campbell Soup Company
John Faulkner, 856-342-3738
[email protected]
Public Relations
Tracy Hom, 212-679-6600 x257
[email protected]

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