Campbell’s to launch soup cups in US for use in coffee pod machines

Posted by AFN Staff Writers on 11th September 2013

Global food manufacturer Campbell Soup Company and coffee manufacturers Green Mountain Coffee Roasters Inc. (Green Mountain) have announced an agreement that will see the launch of a soup snack pack in the US that is prepared using the Keurig home coffee machine.

The ‘Campbell’s Fresh-Brewed K-Cup’ will use proprietary Keurig manufacturing to seal the ingredients of the packet soup into a single-serve portion. The snack packs will contain a broth K-Cup pack and a packet of dry pasta and vegetable blend garnish. Consumers will brew the broth K-Cup over the garnish for a few minutes.

The Companies said they expected to launch three varieties of the new soup, including ‘Homesytle Chicken Broth and Noodle’ in 2014.

“This innovative partnership is a win for consumers and for both companies, and represents another important step as Campbell expands into higher-growth spaces,” said Denise Morrison, President and Chief Executive Officer of Campbell Soup Company. “Campbell is connecting with consumers in new and exciting ways. We expect this delicious Campbell’s Fresh-Brewed Soup to provide consumers with a flavourful, convenient soup that fits their lives today,” she said.

Campbell’s Soup Company said snacking was a growing behaviour in the US, with more than half of US consumers snacking multiple times a day. It said consumers were also looking for snacks that serve as mini-meals to satisfy hunger, and for “ultra convenient options”.

“Campbell’s is an iconic brand that shares our focus on harnessing innovation to delight consumers – making them an ideal partner as we take this first step beyond beverages for the Keurig system,” said Brian P. Kelley, President and CEO of Green Mountain. “The union of Campbell’s great taste and the speed and convenience of Keurig invites new consumption occasions and positions both companies to better meet the growing snack needs of consumers in the US,” he said.

The soup company is not the first non-coffee manufacturer to see the potential in the increasingly popular home coffee machines. Australian Food News reported in June 2013 that tea company Dilmah had launched a ‘tea cap’ in Australia, designed for use in Nespresso home coffee machines.

Campbell's Fresh-Brewed K-Cup