Premier Foods axes Campbell’s brand

The Campbell’s Condensed Soup brand is being axed by owner Premier Foods in favour of Batchelors. The soup range, which was made famous by Andy Warhol’s iconic pop art prints, will carry a “Soon to be Batchelors” label from next week and will be phased out by next March.

It is understood that Premier, which acquired the brand last year, believes that the rebrand will attract more customers to the condensed soup product and is part of a strategy to increase the Batchelors range. Premier is also rebranding Campbell’s Meat Balls as Fray Bentos.

The move is thought to have been prompted by a decline in sales of the Campbell’s range and because Premier only has a licence to use the brand in the UK until the middle of next year.

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