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A well-known soup company wants to remove the word soup from its name.
Campbell Soup Co. announced plans to change its name (and drop the soup) at an investor meeting Tuesday.
The 155-year-old grocery retailer, famous for its eponymous range of canned soups, says it would now like to be known as “The Campbell's Co.”
It joins a long list of companies that have changed their name and moved away from the original product, others including Starbucks and Domino's.
Chief Executive Mark Clouse said in a statement that the “subtle but important change” will preserve the company’s iconic name “while better reflecting the full breadth” of its current portfolio.
Campbell hasn't been exclusively in the soup business for some time. The company also owns brands like Prego sauce and Goldfish crackers, and completed a $2.7 billion acquisition of Sovos Brands, the maker of Rao's pasta sauces, earlier this year.
Campbell's origins date back to 1869, when it was a modest company based in New Jersey that later grew. The name “Campbell Soup Co.” was adopted in 1922, according to the company's website.
The new name isn’t official yet. The decision on “soup” is still subject to a shareholder approval vote in November. But the New Jersey company is far from the first to attempt such a makeover. A handful of other food companies have also rebranded over the years, often dropping mention of a specific product they were known for with a shorter corporate name — or even just an updated logo — in hopes of emphasizing other businesses.
Manoj Thomas, a marketing professor at Cornell University’s SC Johnson School of Business, says it’s important to consider whether a new name will affect product recognition or move away from a company’s core identity. But he doesn’t see those risks in Campbell’s case, noting that the move is unlikely to “influence consumer perception” and may instead signal a “drive for expansion and growth.”
Below are some past examples.
Dunkin'
In 2018, Dunkin' Donuts decided to shorten its name to simply “Dunkin'”, which officially went into effect in January 2019.
The Massachusetts-based chain had been toying with the idea for some time, and while doughnuts are still very much on the menu, it ultimately decided to change the name to reflect its growing emphasis on coffee and other beverages.
Krispy Cream
Krispy Kreme also dropped the word “donuts” from its corporate name several years later, ahead of the Charlotte, North Carolina-based company’s second IPO in 2021.
According to a filing with securities regulators, Krispy Kreme Doughnuts changed its name to Krispy Kreme Inc. in May 2021. But the word “doughnuts” still prominently accompanies the Krispy Kreme name in the chain's logo and on boxes of the treats.
Domino
Domino's Pizza dropped the word “pizza” from its logo and stores in 2012, with officials at the Ann Arbor, Michigan-based chain at the time citing menu expansions and other store updates. But its parent company remains called “Domino's Pizza Inc.,” which is the name under which the brand is listed on the New York Stock Exchange.
Starbucks
Starbucks has also undergone logo changes over the years, which included shortening and then dropping the Seattle coffee giant's name over the years.
In 1971, Starbucks’ original logo featured a mermaid surrounded by its then-name, “Starbucks Coffee, Tea, and Spices,” the company notes on its website. In 1987, that mermaid was revamped and the name around it was shortened to “Starbucks Coffee”; and in 2011, Starbucks introduced its latest logo, which doesn’t include the company name at all.
Although not listed in the logo, Starbucks still operates as “Starbucks Coffee Co.” or similar names that include the word “coffee” in many countries around the world, as subsidiaries of the larger Starbucks Corp.
KFC
KFC hasn’t used the longer name “Kentucky Fried Chicken” for decades. The Yum Brands-owned fast food chain shortened its name in 1991, according to Snopes.
However, altering iconic brands can also have consequences and potentially lead to false rumors about the reasons for the change. Long after shortening its name, Louisville-based KFC, for example, had to issue a press release a few years ago to combat an online rumor that it was forced to change its name because it doesn't serve real chicken.
