Uh-Oh! SpaghettiOs Gets a Face Lift

Posted on by Chief Marketer Staff

“The neat round spaghetti you can eat with a spoon” is being rebranded under the Campbell Soup Co. name.

Campbell has retired the Franco-American brand name in favor of the popular Campbell name in an effort to boost sales of SpaghettiOs, RavioliOs and regular spaghetti. Also under the brand are beef, chicken and turkey gravies.

The company did the first new TV advertising in years for the former Franco-American brands.

SpaghettiOs dished up about $121 million in revenues as of July 31, or 22% of the $543 million annual canned pasta market, according to news reports. Chef Boyardee leads the pack with about $295 million in sales.

In other news, Campbell Soup reported first quarter revenue of $2 billion, a 10% jump over $1.9 billion one year ago. The quarter ended Oct. 31. Sales for U.S. soup, sauces and beverages increased 10% to $994 million. The baking and snacking segment, which includes the Pepperidge Farm brand, reported revenue of $449 million, an 8% increase versus one year ago. Sales for international soups and sauces were up 8% to $416 million.

The company said that its decision to move more of its consumer marketing and trade promotion programs into the first quarter drove category growth and significant improvement in its competitive profile.

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