Campbell Steps Up Investments in Baked Snacks and Healthy Beverages; Highlights Plans for Simple Meals

CAMDEN, N.J.--([ BUSINESS WIRE ])--Campbell Soup Company (NYSE: CPB) today outlined long-term growth plans for its core businesses in healthy beverages, baked snacks and simple meals during a meeting with investors at its recently completed Campbell Employee Center. A Web cast of the presentation is available at [ www.investor.campbellsoupcompany.com ].

"Soup provides great value, variety and versatility compared to other options consumers have for lunch and dinner. Campbell will continuously remind people of all the amazing things soup can do."

Douglas R. Conant, Campbella�s President and Chief Executive Officer, opened the meeting with an overview of the companya�s strategies, recent performance and key success factors.

Conant said, aWe have made great progress over the last five years, and we are winning in the workplace, in the marketplace and in the community. We believe in the power of being a focused food company and have sharpened our portfolio around three large and growing categories: healthy beverages, baked snacks and simple meals. I am confident that over time we can win in these categories by leveraging our leading brands, regional scale, world-class product technologies, financial strength and organizational excellence and vitality. We have clear strategies to drive our growth going forward.a

Conant outlined Campbella�s key success factors for long-term growth:

Drive superior sales growth in healthy beverages and baked snacks through increased innovation, including wellness, and higher levels of marketing support.
Improve sales growth in simple meals by:
- Expanding its global soup leadership position with regional business building efforts, stepped up innovation and increasing emphasis on emerging markets for long-term growth.
- Increasing its focus on meal makers such as broth, sauces and cooking soups.

Campbell outlined growth plans for healthy beverages, anchored by aV8a juices, and baked snacks, anchored by Pepperidge Farm and Arnotta�s, and said it intended to increase its focus on these businesses.

Healthy Beverages Well Positioned To Capitalize on Health & Wellness Trend

Sean Connolly, President, Campbell USA, described upcoming innovations in Campbella�s U.S. beverages business, including:

Building on the Success of aV8 V-Fusion,a Campbell will launch three new varieties of aV8 V-Fusiona plus Tea products. Campbell also plans to extend the aV-Fusiona line by adding new varieties, such as Concord Grape Raspberry.
Campbell will enhance the aV8a line with new products, such as sweet carrot juice and lower sodium spicy hot aV8a juice, and introduce a new, more contemporary package design.

Campbell estimates the U.S. healthy beverages market to be nearly $34 billion annually. Campbella�s U.S. aV8a portfolio accounts for $1 billion in annual retail sales.

Connolly said, aAn increasing number of people are turning to beverages as a way to get more vegetables into their diets. As this focus on health and wellness continues, Campbella�s beverage portfolio remains well positioned.a

Increased Innovation To Drive Growth in Baked Snacks

Mark Alexander, President North America Baking and Snacking and Chief Customer Officer, described growth plans for Campbell's businesses that compete in the $95 billion global baked snacks market:

Increase momentum in the core crackers business with a focus on aGoldfisha in North America and aShapesa crackers in Asia Pacific through increased marketing.
Drive growth in fresh bread through continued premium innovation and a focus on health and wellness trends.
Significantly increase R&D investments to drive innovation and create new products across Campbella�s baked snacks business.
Accelerate collaboration across geographies, building on the success of recent efforts, such as the introduction of aTim Tama biscuits in the U.S.

Alexander said, aOur baking and snacking business has a track record of strong financial results, and we see a very promising future for these businesses based on our leading brands and our investments designed to drive continued innovation.a

Potential for Soup within Simple Meals

Carl Johnson, Campbella�s Chief Strategy Officer, Larry McWilliams, President, Campbell International, and Denise Morrison, President North America Soup, Sauces and Beverages, described the Campbell's participation in $421 billion global simple meals category as being in two broad segments: meal makers, which include products such as aCampbella�sa condensed cooking soups, aSwansona broth, aPregoa and aPacea sauces and aDomashnaya Klassikaa concentrated broths; and meals, which include products such as aCampbella�sa condensed eating soups and aCampbella�s Chunky,a aCampbella�s Select Harvesta and aErascoa ready-to-serve soups.

Johnson said, aThe growth outlook for simple meals is very favorable with in-home eating at an 18-year high. The breadth of Campbella�s products used to prepare meals provides us with a competitive advantage in meal makers, the faster growing segment of the simple meals category.a

McWilliams described key initiatives in meal makers for fiscal 2011 including:

Increase marketing efforts of cooking and meal preparation across geographies with a focus on easy dinner ideas and other meals.
Boost innovation around meal occasions and attract new consumers by introducing new products, such as premium sauces and concentrated broths, in several markets.
Establish businesses in emerging markets such as Russia and China.

McWilliams said, aWe see enormous potential for soup within simple meals across meal occasions, geographies and consumer needs, and we plan to increase our participation in the global meal makers category.a

Morrison described Campbella�s plans for soup in fiscal 2011. As previously announced, Campbell will reposition its U.S. condensed soup line with enhanced ingredients, improved taste, more contemporary packaging and further sodium reduction. Other initiatives include:

Improve the competitiveness of the U.S. ready-to-serve soup business through product enhancements, new varieties, competitive pricing and promotions and improved marketing. Outside the U.S., Campbell will focus on its ready-to-serve business in Australia, Belgium, Canada, France and Germany.
Expand soup as a meal in emerging geographies and channels by launching and testing ready-to-serve soups in several markets. Campbell also will work to grow the fresh soup category and expand distribution in restaurants, schools and other out-of-home locations.
Increase innovation by extending sodium reduction leadership and leveraging expertise in vegetable nutrition to introduce new products.

Morrison also described Campbella�s plans to introduce an umbrella advertising campaign to reposition aCampbella�sa soup in simple meals and support its entire U.S. soup portfolio. This effort will combine the budget of Campbella�s U.S. soup brands and deliver an integrated campaign with spending levels well above $100 million.

Morrison said, aSoup provides great value, variety and versatility compared to other options consumers have for lunch and dinner. Campbell will continuously remind people of all the amazing things soup can do.a

Campbella�s Chief Financial Officer and Chief Administrative Officer Craig Owens closed the meeting by saying, aWe intend to deliver sustainably good performance in our primary businesses and plan to grow them over the long term by broadening our innovation, increasing marketing support for our leading brands, fully establishing our businesses in emerging markets and pursuing a disciplined approach to acquisitions that will complement our existing portfolio.a

About Campbell Soup Company

Campbell Soup Company is a global manufacturer and marketer of high-quality foods and simple meals, including soup and sauces, baked snacks and healthy beverages. Founded in 1869, the company has a portfolio of market-leading brands, including aCampbella�s,a aPepperidge Farm,a aArnotta�sa and aV8.a Through its corporate social responsibility program, the company strives to make a positive impact in the workplace, in the marketplace and in the communities in which it operates. Campbell is a member of the Standard & Poor's 500 and the Dow Jones Sustainability Indexes. For more information, visit [ www.campbellsoup.com ].

Forward Looking Statement

This release contains aforward-looking statementsa that reflect the companya�s current expectations about the impact of its future plans and performance on sales, earnings, and margins. These forward-looking statements rely on a number of assumptions and estimates that could be inaccurate and which are subject to risks and uncertainties. The factors that could cause the companya�s actual results to vary materially from those anticipated or expressed in any forward-looking statement include (1) the impact of strong competitive responses to the company's efforts to leverage its brand power in the market; (2) the risks associated with trade and consumer acceptance of the companya�s initiatives; (3) the company's ability to realize projected cost savings and benefits; (4) the companya�s ability to manage changes to its business processes; (5) the increased significance of certain of the companya�s key trade customers; (6) the impact of fluctuations in the supply or costs of energy and raw and packaging materials; (7) the risks associated with portfolio changes; (8) the uncertainties of litigation; (9) the impact of changes in currency exchange rates, tax rates, interest rates, debt and equity markets, inflation rates, economic conditions and other external factors; (10) the impact of unforeseen business disruptions in one or more of the companya�s markets due to political instability, civil disobedience, armed hostilities, natural disasters or other calamities; and (11) other factors described in the companya�s most recent Form 10-K and subsequent Securities and Exchange Commission filings. The company disclaims any obligation or intent to update the forward-looking statements in order to reflect events or circumstances after the date of this release.

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Campbell Steps Up Investments in Baked Snacks and Healthy Beverages; Highlights Plans for Simple Meals