Campbell Soup launches first major brand in 6 years: FlavorUp boosts

Dive Brief:

• Campbell Soup is debuting FlavorUp, a concentrated flavor addition for use in proteins, grains or vegetables, the company said in a statement. The offering is the CPG company’s first major brand launch since 2016 when it launched Well Yes, a line of soups featuring clean, simple and nutritious ingredients. 

• The flavoring squeeze bottles come in three flavors: Rich Garlic & Herb, Savory Mushroom & Herb, and Caramelized Onion & Burgundy Wine. 

• With consumers continuing to do more cooking at home while resuming pre-pandemic habits, including eating out, products like flavor boosts are popular among people looking for convenience.

Dive Insight:

The COVID-19 pandemic irreversibly changed how people eat, and CPGs are not shy about introducing new products to capitalize on that shift. 

Consumers are eager to do more in the kitchen and use experimentation to avoid getting bored by a limited variety of meal options or flavors. But at the same time, they don’t want to lose the convenience they covet. 

“We’ve seen at-home cooking occasions continue to stay above pre-pandemic levels while Americans’ lives continue to get busier,” Linda Lee, chief marketing officer of Campbell Soup’s U.S. Meals and Beverage division, said in an email. FlavorUp “is the newest way to cook up concentrated flavor with just a squeeze, while elevating meals quickly and affordably.”

Campbell’s condensed cream of chicken or mushroom soups and Swanson’s stocks and broths already play a valuable role in cooking. FlavorUp takes it a step further for the food maker. 

The company said FlavorUp will likely be placed near herbs and spices in stores, marking Campbell’s first venture into the seasoning aisle and providing it with further brand exposure beyond its customary categories. Campbell opted to create a new brand for these offerings because of the new location and the different ways in which it can be used in cooking, compared to broth or soup.

FlavorUp primarily targets busy millennials who enjoy restaurant-quality meals, but don’t necessarily have the time to caramelize onions, incorporate fresh garlic, or have several herbs and spices handy nearby. Campbell’s branding appears above FlavorUp on the bottle, a major reason the initial launch likely includes flavors that are classic and more recognizable to the consumer.

In the future, the New Jersey company could expand FlavorUp into other brands throughout its portfolio that include more innovative and ethnic flavors. FlavorUp also can provide younger adult consumers with a platform to get into these and other brands in Campbell’s portfolio, while keeping the company relevant to changing tastes and habits.

FlavorUp could provide consumers with a versatile option that can be incorporated into many different kinds of food, making it an enticing option for consumers. The debut of FlavorUp comes at a good time for Campbell Soup. As inflation has left cash-strapped shoppers looking for ways to save money, cooking at home has gained added momentum.