Campbell’s Soup is hoping to vary its identify

Campbell’s Soup has determined to vary its identify, dropping its flagship product from its branding after 155 years. The corporate plans to ask shareholders to approve a reputation change to “The Campell’s Firm” (from the Campbell Soup firm) to replicate its more and more numerous lineup of merchandise.

It’s a small change that most individuals gained’t discover (even the soup can logos simply say Campbell’s nowadays), however it’s a approach for CEO Mark Clouse to place his stamp on the corporate he has run for the previous 5 years.

“For the final 5 years, now we have been on a transformative journey to redefine our firm,” Clouse stated in a press release. “We’re prepared to show the web page and enter a brand new chapter the place we construct on Campbell’s remodeled portfolio, sturdy workforce, and aligned and engaged tradition with the purpose to set the usual for efficiency within the meals trade.”

Roughly half of Campbell’s gross sales come from non-soup merchandise, starting from Goldfish crackers to Kettle chips. The corporate additionally has a rising sauce enterprise, together with Prego and the current acquisition of the Rao’s model for $2.7 billion.

The corporate has been more and more targeted on the U.S. market, shedding each its Australian model Arnott’s and the Danish baked items firm Kelsen up to now a number of years. Final yr it additionally bought Emerald Nuts.

The identify change is a part of a forward-looking technique for the corporate, which barely upgraded its natural gross sales development targets. Soup stays an vital a part of its Meals & Beverage division, Campbell’s stated, however will likely be a smaller a part of the brand new portfolio.

Shareholders will vote on the proposed identify change in November.