Campbell Soup Co., the 155-year-old food seller known for its canned soups, announced its intention to change its name to Campbell’s Co. The move comes as the company aims to better reflect the diversity of its product portfolio, which includes brands like Prego sauce and Goldfish crackers. Campbell recently completed a $2.7 billion acquisition of Sovos Brands, the maker of Rao’s pasta sauces. While the new name is subject to shareholder approval, experts believe it is unlikely to affect consumer perception and may signal a drive for expansion and growth.
This rebranding strategy is not unique to Campbell. Other food companies have also undergone similar makeovers to shed the mention of specific items and emphasize their broader business. For example, Dunkin’ Donuts changed its name to Dunkin’ in 2019 to reflect its increasing focus on coffee and other beverages. Krispy Kreme dropped “doughnuts” from its corporate name ahead of its second time going public in 2021, although the word still prominently accompanies the Krispy Kreme name on its logo and packaging.
Domino’s Pizza removed “pizza” from its logo and storefronts in 2012 to highlight its menu expansions and in-store updates. Starbucks has undergone logo changes over the years, shortening and eventually dropping its name from the logo altogether. However, the company still operates as “Starbucks Coffee Co.” or similar names that include the word “coffee” in different countries. KFC also shortened its name from “Kentucky Fried Chicken” in 1991.
While rebranding can be a strategic move to adapt to changing consumer preferences and highlight new offerings, it is essential for companies to consider whether a new name will disrupt product recognition or stray from their brand’s identity. In the case of Campbell, experts believe that the name change is unlikely to have negative effects on consumer perception. By aligning their name with their evolving product portfolio, Campbell aims to position itself for future expansion and growth.
Overall, rebranding can be a powerful tool for companies looking to redefine their image and showcase their evolving business offerings. It allows them to stay relevant in a dynamic market and communicate their commitment to innovation and growth. While there are risks involved in changing a well-established brand name, when done strategically and with a clear understanding of consumer perception, it can pave the way for long-term success.
