For over a century, the Campbell Soup Company has been a household name synonymous with its iconic red-and-white canned soups. But after over 100 years (102 years to be exact), the beloved brand is embarking on a significant change by dropping “Soup” from its official name, transitioning to simply the Campbell’s Company.
Campbell’s Rebranding Reflects Its Diverse Product Line
Campbell Soup Company. announced at its annual investor meeting on Tuesday that it plans to rebrand as Campbell’s Company. This subtle yet significant change aims to better represent the company’s diverse product portfolio beyond its popular canned soups.
In a statement, CEO Mark Clouse described the change as a “subtle yet important” adjustment that preserves the brand’s iconic name “while better reflecting the full breadth” of its modern-day portfolio.
While Campbell is still widely known for its soups, the company has long expanded beyond that. Its portfolio now includes well-known brands such as Prego sauce and Goldfish crackers. Earlier this year, Campbell also made headlines with a $2.7 billion acquisition of Sovos Brands, the maker of Rao’s pasta sauces.
How Campbell’s Name Evolved Over 150 Years
The name of Campbell Soup Company has experienced a remarkable transformation since its founding. Established in 1869 as a small canning business in Camden, New Jersey, by Joseph A. Campbell and Abraham Anderson, the company originally operated under the name Anderson & Campbell, specializing in canned vegetables, jellies, and other goods.
In 1876, after Anderson left the partnership, the business was renamed Joseph A. Campbell Preserve Company. By 1894, following Campbell’s retirement, Arthur Dorrance assumed the role of company president. Two years later, in 1896, the business was reorganized under the name Joseph Campbell & Co.
A turning point came in 1897 when chemist John T. Dorrance revolutionized the company with his invention of condensed soup. This innovation catapulted Campbell to national fame, with the brand becoming closely associated with its signature soup products.
By 1922, as the company gained widespread recognition across the United States, it officially adopted the name Campbell Soup Company, solidifying its identity as a leading soup manufacturer.
Is Campbell’s New Name Final?
The new name for Campbell Soup Company is not yet final and will require shareholder approval in November. However, the New Jersey company is not the first to undergo such a rebranding. Several other food companies have similarly shed references to specific products in favor of shorter corporate titles or updated logos, aiming to emphasize their broader business offerings.
Manoj Thomas, a marketing professor at Cornell University’s SC Johnson College of Business, suggests that a new name should be carefully considered to avoid disrupting product recognition or deviating from a brand’s identity. In the case of Campbell Soup Co., however, he believes that the rebranding is unlikely to affect consumer perception and may instead signal a drive for expansion and growth.
Brands That Underwent Similar Name Change
Several brands have undergone significant name changes similar to Campbell Soup Company’s recent announcement. Here are a few notable examples:
- Dunkin’: In 2018, Dunkin’ dropped the “Donuts” from its name to highlight its expanding menu and focus on beverages and quick bites, beyond just doughnuts.
- Starbucks: Originally known as Starbucks Coffee, the brand simplified its name to just Starbucks. This change reflects its evolution from a coffee-centric business to a broader lifestyle brand that offers a variety of beverages and food items.
- Domino’s: The company rebranded itself from “Domino’s Pizza” to simply “Domino’s” to emphasize its expanded menu, which now includes a variety of food items beyond pizza.
- Kellogg’s: In 1922, Kellogg’s shortened its name to Kellogg’s Toasted Corn Flake Company to better reflect its expanding product range beyond cornflakes, a move similar to Campbell’s focus on more than just soup
- McCormick & Company: Formerly McCormick Extract & Spice Company, McCormick updated its name to reflect its broader focus on spices and seasonings, expanding its identity beyond extracts.
- Apple: Initially called Apple Computer, Inc., the company dropped “Computer” from its name in 2007 to better represent its expanding product line, which now includes smartphones, tablets, and other consumer electronics.