Campbell’s Soup has announced plans to introduce a new line
called “Go Soup” aimed at Gen Y foodies, who have a taste for culinary
adventure and variety. Interestingly,
many of the announced varieties such as Chorizo and Pulled Chicken with Black
Beans seem to have an ethnic skew perhaps reflecting the fact that the U.S. is
well on its way to becoming a majority non-white country. (Forbes, 2012)
The new line also taps into the target’s desire for
convenience, with fuchsia and white pouches replacing old style cans. But at least one consultant fears that the
$2.99 selling point, approximately three times that of condensed soups, may
scare off under and un-employed prospects.
(Welch, 2012)
What
do you think? Is $2.99 too much for a
home cooked meal?
Forbes,
T. (2012, July 25). Campbell Looking To
Bowl Over Millennials. mediapost.com. Retrieved July 25, 2012, from
http://www.mediapost.com/publications/article/179517/campbell-looking-to-bowl-over-millennials.html?edition=49388
Welch,
D. (2012, July 24) Campbell Chases
Millennials With Lentils Madras Curry: Retail.
Bloomberg.com. Retrieved July 25, 2012, from
http://www.bloomberg.com/news/2012-07-24/campbell-chases-millennials-with-lentils-madras-curry-retail.html
