Campbell looks for outside help to drive innovation

Posted by Isobel Drake on 3rd April 2009

The world’s largest soup maker, Campbell Soup Company, is inviting scientists, entrepreneurs and inventors to submit their ideas via a new website, as they hunt for new innovations that will drive future growth.
Campbell is asking for ideas in the areas of new products, packaging innovation, product line extensions, environmental sustainability, business processes and marketing. The company hopes that innovations may also lead to the creation of new technologies related to sodium reduction, vegetable nutrition and healthier fats and oils.

“Campbell has had a solid track record for innovation in the categories in which we compete: soup and simple meals, baked snacks and healthy beverages,” Carl Johnson, Campbell’s Chief Strategy Officer, said. “We are committed to improving our innovation results, and a key element in this improvement requires us to be open to ideas from both inside and outside the company. The Ideas for Innovation Web site is one of the ways we are accessing innovation from outside sources.”

The Ideas for Innovation website is designed to provide an effective way for Campbell to review and evaluate unsolicited ideas by offering people who do not work for the company an easy way to submit ideas.