Campbell to Improve Gravity-Fed Shelving System

CAMDEN, N.J. — Campbell Soup Co. here will work with retailers over the next year to reconfigure 24,000 iQ-Shelf Maximizer merchandising systems for improved navigation with color coding and a new layout, it announced here Wednesday.

The gravity-fed system will be organized by four eating and cooking segments including Classic Favorites; Taste Sensations; Healthy & Delicious; and Healthy Kids. The company will also introduce 12,000 additional portable gravity-fed shelving units called "canvertables," for use in secondary displays.

The company's efforts are a part of a new campaign that aims to position soup as an inexpensive, nourishing meal solution. Campbell also plans to reduce the sodium in 23 of its condensed soups by up to 45%, and improve the flavor of all 26 varieties of its chicken soups.

Labels on all of its condensed soups, except for Chicken Noodle, Cream of Mushroom and Tomato, will also be updated.

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