Campbell’s Co. | Shareholders approve new name

(New York) Campbell’s is ditching the soup, at least as far as the name is concerned.

Campbell Soup Co. announced plans to change its name a little more than two months ago, saying it wanted to be known by the slightly shorter name Campbell’s Co. Shareholders overwhelmingly approved the change Tuesday .

In a written statement, Chairman and CEO Mark Clouse said this “subtle but important change” will maintain the company’s iconic name, “while reflecting the breadth of our portfolio.”

Campbell’s, headquartered in New Jersey, has not had exclusivity in the soup business for some time. The company also owns brands such as Prego sauce and Goldfish biscuits, and completed the acquisition of Sovos Brands, the maker of Rao’s pasta sauces, for US$2.7 billion earlier this year. year.

Yet the 155-year-old food vendor is best known for its eponymous canned soups, adorned with red and white labels. Its new name will not change anything, says the company, which specifies that the Campbell’s soup brand and its packaging will not be affected.

“We love soup and we always will. The iconic red and white Campbell’s soup labels that consumers love will still be present on shelves,” said Clouse.

The new name will officially come into effect following an amendment to the company’s certificate of incorporation.

Campbell’s is far from the first brand to attempt such a transformation. A handful of other food companies have also rebranded themselves over the years, often by replacing mention of a specific product they were known for with a shorter company title, such as Dunkin’ instead of Dunkin Donuts.