In response to consumer demands for healthier food choices, Campbell's soup has announced it will nix artificial ingredients from its soup recipes by the end of 2018.
The company has already modified its iconic chicken noodle soup recipe, which recently hit shelves in limited edition "Star Wars" cans: 10 ingredients have been struck from the list of 30, including disodium inosinate and maltodextrin.
“It’s a delicate balance because these products are beloved,” Charles Vila, vice president for consumer and customer insights at Campbell's, told the New York Times. “Their profile has become very defined in the consumer mind over the years, so any change we make is very carefully considered.”
Campbell’s plans to become known as a "natural" brand were first announced in a July press release, presumably after demands from consumers led the company down this path.
Modifications thus far include the development of an organic line of soups, which launched in January of this year, as well as a line of organic kids' soups, which launched in August. Campbell's also purchased Garden Fresh Gourmet in June, a salsa and hummus company, in order to diversify and better cater to consumers' changing tastes.
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“As we transform our marketing efforts and connect with consumers, we will continue to engage people in an open and authentic way to gain understanding about the ingredients and issues they care about,” Chief Executive Denise Morrison said in a statement. “We believe it is the right thing to do for consumers, who have an increasing appetite and expectation for this type of candid discussion.”
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Image: Antonio Campoy