Hasta La Creative!

Campbell Soup Co. will launch more than 200 products in the coming months from Goldfish Mac & Cheese to a new variety of V8 sold cold — as it adjusts for what CEO Denise Morrison described as “seismic shifts” in the food marketplace.

Many of the new items are launching in categories outside of the marketer’s core soup business, as Campbell continues to follow consumers who are demanding more fresh foods. For instance, the company plans to pour more marketing behind its Bolthouse Farms division, the fresh carrot, salad dressing and beverage marketer it acquired one year ago.

Campbell is also relying on Bolthouse’s expertise to launch V8 Harvest, the brand’s first entry into what its’s calling the $12 billion “packaged fresh” category. The 100% fresh tomato vegetable juice will be sold in the refrigerated section — rather than V8’s traditional center-of-store placement in a move to appeal to the shopping habits of millennials. At the same time, Campbell also has high hopes for Plum Organics, a leading organic baby food brand that it acquired in June.

Continue reading at AdAge.com