Prepare: The Campbell Soup Company considered launching an organic version of Swanson Broth. We developed a concept board and tested it with a series of focus groups in two top BDI markets. Consumer testing indicated strong interest in an organic version of the product line and a desire for the organic version to use the current brand name rather than a different "organic" brand name as most other major packaged goods companies had done.
Plan: We managed a cross functional team to produce and refine prototypes that were consistent with the product quality of the existing conventional line and superior to competitive organic products. Cook's Illustrated Magazine recently declared Swanson Certified Organic Chicken Broth to be the best tasting commercial product on the market today.
Swanson Certified Organic Broth was launched and quickly became the number one offering in its organic category and grew the overall broth segment. Sales volume increased without cannibalizing the existing product line. Strong incremental sales have also increased household penetration for this well-established brand.
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