Why soup in a carton box might be better for Singaporeans

How often does a Singaporean purchase soup in cans? It used to be canned soups were convenient for the working professional especially couples who don’t have time to cook, due to the hectic working schedules.

However, is canned soup really convenient or are we seeing a new trend where foods such as soup can be provided more conveniently and almost instantly, in a less fuss and hassle free manner?

In the attached article below where Campbell is facing declining sales in canned soup, and new CEO Denise Morrison is refreshing their product offerings with new products such as Go Soups – soups packaged in pouches.

Frankly, if soups were to be offered fresh like other fresh products such as milk, which could be consumed instantly from a carton box, wouldn’t it be good if we could have soups that we could drink straight from the package like the carton box, which allow the soup to be kept fresh for a day or two, and be prepared very quickly in 2 to 3 minutes without any hassle?

That’s food for thoughts for the product development and marketing professionals in the retail trade.

Here's What Campbell's Soup Needs To Do To Prevent Its Own Extinction

Alaina McConnell|Dec. 9, 2012, 8:32 AM

Campbell's Soup has been a staple of the American diet for more than 140 years, but the company has seen its core product lose its market share in recent years.

The company is struggling to maintain relevance, particularly with millennials, a group of about 80 million Americans between the ages of 18 and 34, according to Forbes' Jenna Goudreau.

Unless the soup company can increase sales with this demographic, business experts predict that The Campbell's Soup Company will be rendered extinct within the next ten years.

Campbell's CEO Denise Morrison, who has been in office for just over a year, is pushing numerous marketing initiatives to target America's younger, more mobile population and said that by August, 50 new Campbell's products —including 32 new soups — will have hit supermarket shelves.

Some of these new products include Go Soups, a six-flavor line in plastic pouches, and ShakeDowns, a line of pre-cut vegetables that come with dry seasoning packets, both meant to convey portability and freshness.

But soup-in-a-bag for twentysomethings isn’t Morrison’s only big move. In the next decade she plans to expand business operatives in Indonesia, Malaysia, Mexico and Australia, while also ramping up exports to Europe, Asia and the Middle East.

Read more here.