Campbell Soup Company
Iconic soup manufacturer and producer of consumer packaged food products.
PE-OWNED
Acquired by KKR2022-08-14
What Made It Great
Market-leading soup brand with strong consumer recognition and shelf-stable products
What PE Will Likely Do
Campbell Soup Company's iconic soup recipes will be altered to use lower-cost ingredients like less expensive vegetable oils and starches instead of higher-quality butter and cream
Package sizes for Campbell's soup cans and other packaged food products will be reduced while prices remain the same or increase
Campbell's will consolidate manufacturing facilities, leading to disruptions in supply and potential quality issues as production is centralized
Campbell's brand reputation and consumer trust will gradually decline as customers notice changes in taste, texture, and quality of their favorite soup and food products
Expected Timeline
“0 to 6 months months”
Minimal visible changes as ownership transition takes place
“6 to 12 months months”
Behind-the-scenes changes to suppliers and product formulas begin, not immediately noticeable to consumers
“12 to 24 months months”
Consumers start to notice differences in taste, texture, and quality of Campbell's soups and other food products; complaints increase as brand reputation suffers
Similar Cases
Other companies that followed a similar path after PE acquisition
What You Can Do
Actions
Be aware of potential changes in the taste, texture, and quality of Campbell's soup and other food products in the coming years
Pay attention to any changes in package sizes or price increases that may indicate a shift towards 'shrinkflation'
Consider switching to alternative soup and food brands if you notice a significant decline in the quality of Campbell's products
Alternatives
Look for family-owned or employee-owned businesses