campbell reinvents soup, one cup, pouch or k-cup at a time

NEW YORK (Reuters)-
When Campbell Soup (CPB. N)
In recent years, it is losing market share for private brands and smaller competitors, and it could have used another pop star like Andy Warhol to try again to make its brand popular,somethings.
Instead, it has a new CEO, Dennis Morrison, who has spent hundreds of millions of dollars reinventing its marketing and packaging, including
Soup cups that can be made with Keurig coffee machine.
She has also acquired or developed hundreds of new products such as puffed goldfish snacks and fastto-be-
Roll out seasoned carrots.
Investors have accepted these moves, and Campbell\'s shares have risen more than 30% over the past two years.
\"Market information has turned to taste, how good the soup tastes, and how much a hearty meal is,\" said Thilo Wrede, analyst at Jefferies . \".
\"I think she can make a difference if she can stick to it.
She made a lot of changes last year.
\"Under Morrison\'s leadership, Campbell focuses on marketing to families, teenagers and young people and develops products that build loyalty as these consumers age.
According to Campbell, these efforts helped increase soup sales by 5% last year.
Morrison said Tang is expected to account for about 40% of the company\'s sales in 2014, down from 2012, when he was appointed CEO after Campbell served as executive vice president and chief operating officer.
The decline was largely due to the company\'s sale of its European soup business to a private equity firm this summer.
Despite rising share prices, it may be too early to announce the success of Morrison\'s initiative.
The company has tried to reduce sodium in the past, but most consumers have rejected the move.
This time, it\'s trying to build loyalty to young consumers who are constantly fickle, who tend to have more prices --
Less conscious brands-
Loyal to older people
Erin Lash, an analyst at Morningstar, rated the company\'s shares as slightly undervalued, saying it included General Mills Inc. \'s progresssoto-serve soups.
\"The competitive pressure is still very high, not only soup, but also simple food in general,\" she said . \" She refers to other foods such as macaroni, cheese or frozen pizza.
Attract millennial consumers
Those born between the ages of 1982 and 2002 began to show their economic strength.
In a meeting with analysts in June, Morrison said that in the long run, this is the key to building brand loyalty.
Millennials usually value health, convenience and portability, and are more adventurous than the previous generations, but they are also more driven by good deals.
Soup is still considered \"conservative\" or \"old\"
According to Euromonitor, a market research firm, \"old-fashioned\" food.
Campbell tried to overcome these ideas by offering more exotic flavors, complementing classic tomato and chicken noodle varieties with flavors such as Moroccan chicken and curry lentils.
It\'s replenishing the company\'s cans.
Famous for Andy Warhol 1960 art
Portable bowl and bag.
Campbell said sales of new products increased from 8% in fiscal 2011 to 9% in 2012 and 10% in 2013.
The company expects the figure to jump to 12% in fiscal 2014.
Wrede says Campbell\'s V8 product is a weakness, and while it is popular among the baby boomers, it does not win the favor of young consumers who like freshly squeezed chilled juices.
Morrison\'s latest move is to bring the soup to the Keurig coffee machine, which makes hot drinks from the small single
Service container.
Morrison said: \"I am also a Keurig user myself. I was thinking with my machine a few years ago. I want to know if we can make soup in this area . \" The oldest of the four sisters, who themselves served as executives at AT&T Wireless, cutting-edge communications and Expedia travel.
Campbell is positioning K-
Cup of soup, working with Green Mountain Coffee baking company GMCR.
Morrison said in an interview with Reuters that O, as a convenient afternoon snack, provides a \"completely different soup experience \". He added that the company\'s research found that more than 80% Keurig users“Single-
The Serve seems really effective, and we think there is a chance to expand the occasion for soup, \"said Mark Alexander, president of Campbell North America. The K-
Cups announced it was released about a year after the launch of Campbell Go soup, which is sold in a microwave bag and is designed to heat and sip during the trip.
\"In general, packaging is a key part of our innovation in food and our company.
This is part of our broader R & D strategy.
\"Each innovation team has a packaging engineer,\" Alexander added . \".
Bill Bishop, a supermarket consultant, said changing packaging could lead Campbell one step ahead of his own brand, which usually offers similar products at a lower price.
\"Private labels are no longer a threat when there is innovation. . .
\"It\'s a good innovation to stay away from cans,\" Bishop said . \".