Ingredients defined: Campbell introduces new soups with wordier labels
- September 5, 2008
- Daniel Palmer
To tap into the growing number of consumers seeking more information about what is in their food, Campbell Soup Company is to launch a new range of soups with ingredients that are instantly recognisable and labels designed to outline cleanly and simply what is and isn’t in each product.
According to recent research by the Hartman Group more than half of consumers are now more likely to read label information because they’re curious about what’s in their food. Further, a Nielsen study discovered nearly two-thirds (65 per cent) of American consumers say they notice nutritional information on food packaging more often now compared to two years ago.
The Nielsen Company also discovered that, while two-thirds (67 per cent) of US consumers claim to “mostly” understand the nutritional information on food packaging, less than half (44 per cent) of global consumers suggest they do - but this figure is set to escalate.
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