Growth plans for enhancing performance of its condensed soup portfolio was sketched and announced by Campbell Soup Company today. The condensed soup business has collected about $1 billion in net sales 2009.

Douglas R. Conant, Campbell's President and CEO informed, "We are committed to accelerating the performance of our existing portfolio, most notably in U. S. soup, and continuing to lay the foundation for superior long-term growth. We are going to fire up our important condensed soup business and step up the competitive posture of our ready-to-serve products to accelerate both our top- and bottom-line growth".

Campbell stated that the company intended to broaden its sodium reduction program. It also plans to lessen 45% of the sodium content in 23 of its condensed soups. Excluding Chicken Noodle, Cream of Mushroom and Tomato, the company wants to get new labels, on all varieties of its condensed soup which retain key brand equity elements. Campbell aims to increase the number of its portable units from 8,000 to 12,000 this year and further 15,000 in
2011.

He further added, "With the improvements and innovations we've made over the past several years and our plans for next year, we will be able to unleash soup's full competitiveness against the simple meals category. Our new marketing efforts will further position soup as a key part of a healthy, well-balanced simple meal and help consumers make more informed choices".