The Major Change Campbell Soup Company Is Likely Making To Its Name

Campbell's red-and-white soup cans are some of the most iconic packaging we can think of, and they're recognizable around the world, even though it's an American company (its products are sold in international markets). The cans are even famous in the art world — pop artist Andy Warhol memorialized Campbell's image in the 1960s with his screen prints of repetitive rows of the soup containers, not only solidifying the company's image in American culture but also making it a famous artistic commentary on mass production. But Campbell is seemingly set to get a makeover with a major change to its official name, which has been Campbell Soup Company since 1922.

The company wants to rebrand as The Campbell's Company, dropping its long association with soup. "This subtle yet important change retains the company's iconic name recognition, reputation and equity built over 155 years while better reflecting the full breadth of the company's portfolio," said Campbell's president and CEO Mark Clouse in a company statement. Technically, though, the name change is waiting on shareholder approval and will be voted on in November.

There are lots of surprising items you likely didn't know Campbell makes, including everything from snacks to TV dinners and frozen desserts. The company has built out a snacks division plus a meals and beverages division, acquired other companies like Sovos Brands, and has plans to continue growing its portfolio in the coming years. So, the name change is meant to represent its wide array of products, which goes way beyond soup.

While there have been some scandals that rocked the Campbell Soup Company, from union-related boycotts in the 1980s to a lawsuit over alleged environmental impacts just this year, the brand has weathered the storms and remains one of the most iconic American soups. Its association with soup goes way back, with Campbell releasing its first jar of ready-to-eat soup, beefsteak tomato, in 1895. In fact, one of the company's early presidents, Dr. John T. Dorrance, actually invented the process of making condensed soup. But with all of its evolution throughout the years and its long history, we'd argue that the brand is recognizable enough without the word "soup" in its name. 

In fact, changing the name to The Campbell's Company is a better reflection of its product line, which has been evolving since its first acquisition in 1915, when it welcomed the Franco-American Food brand under its umbrella, expanding its soup lineup to include canned pasta. One of its first famous non-soup products was Pepperidge Farms' Goldfish, which hit the scene in 1962, the same year Warhol put everyone's eyes on the red-and-white label in a big way. Since then, many acquisitions have taken place under Campbell's name, continuously expanding its product lineup. So, the name change is just the next step in the company's outlook for more growth.