Campbell’s, the US soup company, is considering opening soup kiosks throughout the UK and Europe as part of its “away from home” initiative, which is already being rolled out across the US.
Matthieu Lambeaux, marketing manager for Campbell’s new Deliciously Good range of carton soups, says a decision has yet to be taken on launching the bars in Europe: “We want to make soup more accessible to people and opening soup bars is one of the options, but this could happen next month or next year as deadlines have not been set.”
In the US, the “soup away from home” division is increasing the circulation of the soup brand through school and company cafeterias as well as fast-food restaurants. The kiosks will appear in shopping malls and airports.
As part of the US initiative, Campbell’s-branded soup urns are being made available to commercial outlets such as supermarket salad bars.
Campbell’s is spending 5m through Saatchi & Saatchi to support the launch of its carton soup Deliciously Good. The new variety claims to taste like fresh soup, and will compete with brands such as the Covent Garden Soup Company.
Covent Garden soup is already sold from kiosks around London.