CAMDEN, NJ -- Campbell Soup Co. and Green Mountain Coffee Roasters (Waterbury, VT) are teaming up to develop and market Campbell's fresh-brewed soup in K-Cup packs. The new format is designed to offer consumers the flavor and experience of Campbell's soups with the convenience of push-button preparation in GMCR's Keurig brewers. Terms of the agreement were not disclosed.
The companies point out that snacking behavior is on the increase in the United States, more than half of whom report snacking more than once a day. They add that consumers also are searching for snacks that can serve as mini-meals to satisfy hunger, as well as "ultra convenient"
"This innovative partnership is a win for consumers and for both companies," said Campbell Soup president and chief executive Denise Morrison.
"Campbell's is an iconic brand that shares our focus on harnessing innovation to delight consumers," added GMCR president and chief executive Brian P. Kelley. "The union of Campbell's Fresh-Brewed Soup uses proprietary Keurig manufacturing expertise to seal in the ingredients' peak flavor, and Keurig's single-serve knowledge to release an authentically delicious, perfectly portioned snack."
Kelly said that the idea to partner with Campbell Soup came after consumers told Green Mountain they were using their Keurig coffee machines to add hot water to dried soup mixes already. Kelley, a former Coca-Cola Co. executive who became chief executive in December, has pledged to expand beyond Green Mountain's core K-cup business.
The fresh-brewed K-Cup combines familiar properties of the Keurig pack and Campbell's savory recipes. It consists of a broth K-Cup pack and an included packet of dry pasta and vegetable blend garnish. Consumers simply brew a broth K-Cup pack over this garnish to create a satisfying snack in minutes.
The companies expect to launch three varieties of the new soup, including Homestyle Chicken Broth & Noodle, in 2014. They also expect that Campbell's fresh-brewed soups will be offered in the aisles and retail sections of stores where Keurig Brewed K-Cup pack varieties are sold.