Campbell Soup launches first major brand in six years: FlavorUp

October 4, 2022

The COVID-19 pandemic irreversibly changed how people eat, and consumer packaged goods (CPGs) are not shy about introducing new products to capitalize on that shift, reports Food Dive.

Consumers are eager to do more in the kitchen and use experimentation to avoid getting bored by a limited variety of meal options or flavors. But at the same time, they don’t want to lose the convenience they covet. 

“We’ve seen at-home cooking occasions continue to stay above pre-pandemic levels while Americans’ lives continue to get busier,” Linda Lee, chief marketing officer of Campbell Soup’s U.S. Meals and Beverage division, said in an email. FlavorUp “is the newest way to cook up concentrated flavor with just a squeeze, while elevating meals quickly and affordably.”

The flavoring squeeze bottles come in three flavors: Rich Garlic & Herb, Savory Mushroom & Herb, and Caramelized Onion & Burgundy Wine.

The company said FlavorUp will likely be placed near herbs and spices in stores, marking Campbell’s first venture into the seasoning aisle and providing it with further brand exposure beyond its customary categories. Campbell opted to create a new brand for these offerings because of the new location and the different ways in which it can be used in cooking, compared to broth or soup.

FlavorUp primarily targets busy Millennials who enjoy restaurant-quality meals, but don’t necessarily have the time to caramelize onions, incorporate fresh garlic, or have several herbs and spices handy nearby. Campbell’s branding appears above FlavorUp on the bottle, a major reason the initial launch likely includes flavors that are classic and more recognizable to the consumer.

In the future, the New Jersey company could expand FlavorUp into other brands throughout its portfolio that include more innovative and ethnic flavors. FlavorUp also can provide younger adult consumers with a platform to get into these and other brands in Campbell’s portfolio, while keeping the company relevant to changing tastes and habits.

Research contact: @FoodDive