In a bold move reflecting its evolving market strategy, Campbell Soup Company, a staple of American culinary history, is set to change its name to The Campbell's Company.

This rebranding decision, announced by CEO Mark Clouse, signifies a shift from the company's historic focus on canned soups to a broader range of products, including sauces, snacks, and beverages.

The decision to drop “soup” from the company name comes as Campbell seeks to better represent its diverse product portfolio, which now includes well-known brands such as Goldfish crackers, Cape Cod crisps, V8 beverages, and Prego sauces. The rebrand is set to be voted on by investors at the company's annual meeting in November.

"We will always love soup, and we’ll never take our eye off of this critical business,” Clouse emphasized during the company's investor day. “But today, we’re so much more than soup.” The rebranding reflects the company’s broader product scope and its efforts to adapt to changing consumer preferences.

Campbell Soup, which pioneered canned soup in the late 19th century, has been a cultural icon partly due to its inclusion in Andy Warhol’s famous pop art.

However, with snack sales surging by 13% last year compared to just a 3% growth in soup sales, the company is focusing increasingly on its snack and beverage divisions.

The company projects its net sales to rise between 9% and 11% for the 2025 fiscal year, with significant growth expected from its Goldfish crackers, which are poised to become the company’s largest brand by 2027.

Despite the shift, Campbell's plans to keep its soup business stable to meet financial targets. Clouse noted that the aging U.S. population could provide a boost to soup sales, as older adults are more likely to consume soup regularly.

In a bid to enhance profitability and navigate market pressures, Campbell is also launching a $250 million cost savings program.

However, the company faces challenges such as weak demand in the snacking sector due to financial strains on lower and middle-income households, and the potential impact of appetite-suppressing drugs on consumer behavior.

Campbell’s transition marks a significant evolution for the 155-year-old company, positioning it to leverage its diverse product lineup while maintaining its historical roots.

The upcoming shareholder vote will be a crucial step in finalizing this rebranding effort, signaling a new chapter for a beloved American brand.