Campbell’s brings its namesake condensed soups into the gluten-free space

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Dive Brief:

  • Campbell Soup is debuting two gluten-free offerings — Cream of Mushroom and Cream of Chicken — as part of its iconic condensed soup line, the company said in a statement. It is the first time the New Jersey-based company has introduced gluten-free offerings in its Campbell’s-branded portfolio.
  • Cream of Mushroom and Cream of Chicken, two of the brand’s most popular flavors, will reach shelves across the nation starting this summer. They will have a suggested retail price of $1.99.
  • A Campbell’s Custom Survey last month of 600 participants aged 18-64 found that nearly one out of five Americans are avoiding gluten. 

Dive Insight:

With more consumers flocking toward gluten-free products, it makes sense for brands, especially ones as iconic as Campbell’s condensed soups, to play in the space.

By 2032, the market for gluten-free food is forecast to surge to $14 billion, more than doubling its total from last year, according to Statista. Many consumers are turning to gluten-free bread, cereal, pasta and baked goods, among other foods, due to celiac disease, an immune reaction caused by consuming the protein.

Other individuals not impacted by the disease also are choosing to avoid gluten due to perceived health benefits.

“Answering the question of ‘what’s for dinner’ can be challenging for those trying to avoid gluten,” said Gary Mazur, a vice president of marketing for soup and broth at Campbell Soup. “Through these new offerings, we’re excited to have our iconic soups help address dietary needs and create even more mealtime moments.”

Founded in 1869, Campbell has hundreds of different products across its portfolio that are gluten-free, according to its website. These include Campbell’s Tomato Juice, and most of its Pace salsas, Prego Italian sauces, Swanson broths and stocks and V8 juices. Late July also offers a variety of gluten-free products, while Snyder’s of Hanover and Pretzel Crisps offer a variety of gluten-free pretzels

A few of the company’s Pacific Foods soups are gluten-free, including its Organic Red Pepper and Tomato Soup and its Butternut Squash Soup, as well as the brand’s condensed soups, a spokesperson said.

Gluten-free foods were once hard to find but now are more widespread. Despite their adoption by many shoppers, some studies have questioned the health impact of a gluten-free diet. A 2017 study found gluten-free diets were tied to greater heart risk among people without celiac disease, gluten sensitivity or wheat allergies.



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