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Campbell Soup’s Snack Unit Bets Heavily On Innovation

September 7, 2021: 12:00 AM EST
The company’s snack business, which reported a five percent increase in net sales during the 12 months ending in August of last year, benefited from the stay-at-home lifestyle created by the pandemic. But the company is not resting on its laurels. When research found that spicy was the most requested Goldfish flavor, the company partnered with Frank's RedHot to create a limited-edition hot-sauce Goldfish cracker. The flavor takes the snack beyond the traditional kids/parents market into an older consumer demographic. As to marketing, the company is considering different channels and platforms, like Twitch, Hulu, and TikTok.
Paul Hiebert, "Road to Brandweek: How Campbell Snacks Plans to Evolve With Its Customers", Adweek , September 07, 2021, © Adweek
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