Value-Minded Visitors Flock to Campbell's Kitchen Web Site

Traffic to the Campbell’s Kitchen Web site ( is up by 60 percent from September 2008 through May 2009, according to the Campbell Soup Co., which noted that recipes printed from the site helped drive strong soup sales for the first nine months of its fiscal year. Especially popular recipes featured condensed cooking soups such as Cream of Mushroom and other varieties used by people to make meals at home, the company added.

Campbell’s Kitchen Web site provides various cooking tips and over 3,000 recipes using Campbell products, among them Campbell’s condensed cooking soups, Swanson broth and stock, Prego pasta sauce, and Pace Mexican salsa. The site additionally offers a section on meals for under $10.

From September 2008 through May 2009, over 12 million people visited the site and printed more than 4 million recipes. A printed recipe indicates a strong likelihood that the recipe will be used, Campbell said.

“Now more than ever, people are searching for ways to stretch their food dollars,” noted Sean Connolly, president of Campbell USA in Camden, N.J. “Campbell has always stood for value and quality. Today, our value-oriented products, especially condensed cooking
soups, have even greater relevance as people turn to Campbell for affordable ways to prepare home-cooked meals.”

Consumers preparing more meals at home have helped spur solid sales growth of the company’s soup and sauces businesses. Through the first nine months of its fiscal year, Campbell’s U.S. soup business has delivered one of its best sales performances in the past decade, due in part to dynamic sales growth in condensed cooking soups. For the first nine months of the company’s fiscal year, Campbell’s soup sales rose 6 percent, with growth in all segments: condensed soup was up 6 percent, with strong performances by both cooking and eating varieties; ready-to-serve soups were up 4 percent, driven by the successful launches of Campbell’s Select Harvest and V8 soup brands, and broth was up 10 percent because of continued core business growth and the successful rollout of Swanson cooking stock.

Campbell said it plans to add new recipes and features to the site, which has been operational since the mid-90s.
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