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Campbell’s Select Harvest Soups Top 2009 IRI New Product Pacesetters List

Second Time in Three Years That Campbell’s Soups Top ListCAMDEN, N.J., Mar 23, 2010 (BUSINESS WIRE) — Campbell’s(R) Select Harvest(R)
soups were ranked the top new food and beverage product of 2009,
according to a report released by Information Resources Inc. (IRI).
IRI’s annual New Product Pacesetters(TM) report showcases the
most innovative and successful new products of the year in the consumer
packaged goods industry. According to the IRI report, Campbell’s
Select Harvest soups generated $202 million in sales in its first
year on the market.

This marks the second time in three years that Campbell Soup Company
(NYSE:CPB)
has topped the IRI list. In 2007 Campbell’s
reduced sodium soups held the number one food and beverage spot.

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. They were created after extensive market
research that asked women what they looked for when choosing
ready-to-serve soups.

In focus groups, women said they wanted a nutritious soup with the
ingredients they would use if they were making soup at home, such as 100
percent white meat chicken, farm-grown vegetables and natural sea salt.
They also expressed what kind of ingredients they did not want in their
soup–like ingredients they could not pronounce, high fructose corn syrup
and MSG.

“Select Harvest is a truly differentiated product. Until we launched it,
only niche products could deliver anything close to the kind of soup
that women would make themselves,” said Geoff Jackson, Director, Campbell’s
Shopper and Event Marketing, who was the Senior Brand Manager for the
launch of Select Harvest soups. “From our research we realized
that women mistakenly thought this kind of soup was already available to
them in the general marketplace. We had to show them what Select
Harvest
soups offered and draw more attention to the back of the
label–then we let the labels speak for themselves.”

The launch of more than 40 Campbell’s Select Harvest soups,
including new Light varieties, was supported by a significant marketing
campaign that included TV, extensive print advertising including
full-page ads in newspapers nationwide and in targeted magazines,
in-store communication, location-based sampling in health clubs and
online.

“Our launch activities generated national attention and stimulated trial
for the new brand, exceeding our expectations,” said Michael Barkley,
Vice President, Campbell’s Ready-to-Serve Soups. “Now that SelectHarvest has broken through in the marketplace, our follow-up
marketing campaign focuses on the simplicity and quality of our
ingredients to help further build the Select Harvest brand.”

This year Campbell has expanded the line of Select Harvest soups
to include varieties that are 100 percent natural as well as
Mediterranean-inspired varieties that showcase the flavorful and
healthful ingredients that are core components of the Mediterranean
diet, such as vegetables, whole grains and extra virgin olive oil. The
soups are available in cans and microwaveable bowls in supermarkets and
club stores nationwide.

About the Report

The IRI Times & Trends Report, “2009 New Product Pacesetters”
is available from IRI, the leading global provider of consumer, shopper,
and retail market intelligence and insights for the consumer packaged
goods (CPG), retail, and healthcare industries. The findings of this
report were compiled based on IRI New Product Profiler(TM), IRI
Consumer Network(TM) and IRI InfoScan(R) Reviews. To
download the full report, visit http://us.infores.com/Insights/Publications/TimesTrends/tabid/106/Default.aspx

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.

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SOURCE: Campbell Soup Company

Campbell Soup Company
Juli Mandel Sloves, 856-342-3717
[email protected]