Milling & Baking News Corporate Profiles - October 2011 - (Page 32)

Prepared Foods Soup Progresso in 2008 and 2009, which led to distrust about the products. Yet despite the consumer concern about sodium, sodium reduction has failed to increase sales. “Reducing sodium was absolutely the right thing for our company to do,” Ms. Morrison said. “It’s vital we provide people with a choice, so we will continue to offer an appealing variety of products for consumers who seek reduced-sodium options as well as compelling options for those who do not.” Mintel said the number of new product launches declined in 2010 to the lowest level in five years. The number of new soups that claim to be premium also has declined during the past several years while economy soups have increased. “Campbell Soup Co. and General Mills, the largest national brand marketers, together control roughly 60% of the soup market but both have seen sales and share slip as consumers have turned away from the soup aisle or opted for less expensive dry soup or private label offerings,” Mintel said. “Both have launched efforts intended to reinvigorate the category, including new, more positive advertising and new products promised to be healthier and tastier.” Mintel said the “It’s Amazing What Soup Can Do” campaign Campbell has been using during the past year is on the right track with a more positive message focused on soup’s versatility, taste and health. “The new Campbell campaign, along with more positive taste-focused advertising from Progresso, should help to stabilize category sales in 2011,” Mintel said. “But it will likely take more than advertising to put the category back on a growth track. Exciting new flavors and more compelling ideas around the health benefits of soup will be necessary to reignite interest and sales.” According to SymphonyIRI, the soup category had total dollar sales of $4,059,190,000 for the 52-week period ended Aug. 7, down slightly from the previous year. CP wet soup vendors 1 2 3 4 5 6 7 8 9 Campbell Soup Co. Snow’s/Doxsee, Inc. Looks Gourmet Food Co. Manischewitz Co. Pacific Foods of Oregon Amy’s Kitchen, Inc. Bookbinder’s Foods Homestat Farm Ltd. CSC Naturals and Organics Private label Total LEADING CONDENSED % change from Dollar sales year ago $978,595,600 -2.2% $2,523,897 -8.0% $1,314,616 16.5% $1,205,369 -13.5% $854,240 24,947.0% $802,560 -1.8% $788,666 -1.4% $634,640 4.6% $616,231 8.3% $187,300,100 -2.6% $1,177,657,000 -2.3% wet soup brands 1 2 3 4 5 6 7 8 9 Dollar sales Campbell’s $808,949,600 Campbell’s Healthy Request $129,814,900 Campbell’s Light $14,177,780 Campbell’s SpongeBob SquarePants $6,144,161 Campbell’s Disney Princess $5,159,897 Campbell’s Dora Explorer Nick Jr. $4,950,577 Campbell’s Danny Phantom Nickelodeon $3,970,438 Campbell’s Batman $3,695,221 Snow’s $2,523,897 Private label $187,300,100 Total $1,177,657,000 LEADING CONDENSED % change from year ago -4.4% 13.3% -0.7% -2.9% -1.1% -12.6% 82.9% -15.6% -8.0% -2.6% -2.3% Data for 52 weeks ended Aug. 7, 2011 Total U.S. - Supermarkets, Drugstores and Mass Merchandisers excluding Wal-Mart Source: SymphonyIRI wet soup vendors 1 2 3 4 5 6 7 8 9 Campbell Soup Co. General Mills, Inc. ConAgra Foods, Inc. Amy’s Kitchen, Inc. Pacific Foods of Oregon CSC Naturals and Organics Imagine Foods, Inc. Small Planet Foods Health Valley Natural Foods Private label Total Dollar sales $621,112,800 $518,644,400 $57,796,420 $25,936,060 $18,229,640 $12,317,420 $10,873,280 $6,757,333 $6,459,781 $77,631,110 $1,383,916,000 LEADING READY-TO-SERVE % change from year ago -8.7% 3.3% 1.5% 6.4% 26.7% 17.4% -2.2% -3.4% -3.8% -3.5% -2.6% wet soup brands 1 2 3 4 5 6 7 8 9 Dollar sales Progresso $378,515,900 Campbell’s Chunky Soup $293,454,100 Progresso Light $103,257,500 Campbell’s Chunky Healthy Request $75,673,720 Campbell’s Select Harvest $75,642,940 Healthy Choice $55,108,120 Campbell’s Soup at Hand $46,380,990 Campbell’s $34,857,090 Campbell’s Select Harvest Healthy Request $32,716,750 Private label $77,631,110 Total $1,383,916,000 LEADING READY-TO-SERVE % change from year ago 0.4% 1.9% 0.7% 0.3% -20.8% -3.1% -14.8% -8.8% -12.5% -3.5% -2.6% Data for 52 weeks ended Aug. 7, 2011 Total U.S. - Supermarkets, Drugstores and Mass Merchandisers excluding Wal-Mart Source: SymphonyIRI 32 \ October 2011 Milling & Baking News • Food Business News • Baking & Snack • Meat & Poultry Corporate Proﬁles

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Milling & Baking News Corporate Profiles - October 2011