Campbell Cooks Up Innovation Web Site

Campbell Soup Co. has created a new Web site called “Campbell’s Ideas for Innovation” ( where scientists, entrepreneurs and inventors can easily submit their ideas for evaluation.

The consumer packaged goods company wants to generate ideas in the areas of new products, packaging innovation, product line extensions, environmental sustainability, business processes and marketing, and is also interested in new technologies connected with sodium reduction, vegetable nutrition and healthier fats and oils.

“Campbell has had a solid track record for innovation in the categories in which we compete: soup and simple meals, baked snacks, and healthy beverages,” said Carl Johnson, Campbell’s chief strategy officer. “We are committed to improving our innovation results, and a key element in this improvement requires us to be open to ideas from both inside and outside the company. The Ideas for Innovation Web site is one of the ways we are accessing innovation from outside sources.”

The site enables people who don’t work for Campbell, Camden, N.J., to present their ideas, which, once submitted through the Ideas for Innovation program, will be evaluated by a team assembled for this purpose. Submissions will be reviewed and evaluated by a person with direct knowledge of the relevant business or function, who will decide whether the idea should be pursued.


Publish date: April 1, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT