Campbell Soup Plans Major Rebrand to The Campbell's Company

Top executives at the historic Campbell Soup Company, a staple of American kitchens for 155 years, are preparing for a significant rebranding. The company plans to change its name to The Campbell's Company to better represent its expanding product lineup, which now includes sauces, snacks, and beverages in addition to its traditional canned soups.

CEO Mark Clouse explained that the new name reflects Campbell's evolution beyond its iconic soups. “We will always love soup, and we’ll never take our eye off of this critical business,” Clouse stated during the company’s investor day. “But today, we’re so much more than soup.”

The name change is set to be put to a vote at the company's annual meeting in November. While canned soup remains a core component of Campbell's business, the company has diversified significantly. Recent acquisitions, such as Rao’s sauces maker Sovos Brands, and its broader portfolio—which includes products like Goldfish crackers, Cape Cod crisps, V8 beverages, and Prego sauces—underscore this shift.

Despite this diversification, Campbell’s leadership believes that stable soup sales will be sufficient to meet their financial targets. Additionally, soup sales are expected to benefit from an aging population in the U.S., with older consumers more inclined to purchase soup.

Campbell's, known for pioneering the canned soup industry more than a century ago, was also famously celebrated in American pop art through Andy Warhol's iconic works. Looking ahead, the company projects a net sales increase of 9% to 11% for its 2025 fiscal year, with Goldfish crackers anticipated to become the largest brand by 2027.

The rebranding to The Campbell's Company marks a new chapter for the firm, reflecting its broader market presence and diverse product offerings while maintaining a nod to its storied past.