Hey, Woman Wearing the Lululemon Yoga Pants: When’s the Last Time You Had Campbell’s Soup?
It increasingly looks like a few companies have found and tapped the ideal customer. This shopper – young, hip and slightly affluent -- gets her (or his) gadgets at Apple (AAPL). She buys yoga gear at Lululemon (LULU) and picks up luggage at Tumi (TUMI). Now Campbell Soup (CPB) wants a piece of this customer, too.
It’s easy to see why. Campbell's revenue growth is anemic.
So the company, as Bloomberg reports, has spent considerable time and energy coming up with fancier soups to appeal to this crowd. It hopes that golden lentils with madras curry and other gourmet-type meals will get their attention.
It also plans to sell these fancier soups in pouches, not cans. That seems like a mistake. Thanks to Andy Warhol, the Campbell soup can is an icon. Its chip chic may return to vogue faster than Campbell can sell souped-up soup-in-a-pouch.
Filed under: Company News