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Campbell's Turns Soup Orange

Wed, 10/26/2011 - 4:42am

CAMDEN, N.J. (AP) — Campbell's Soup Co. is turning its tomato soup orange as one of several new products the company is launching this fall.

The company, which has been trying to revive its soup business, is rolling out the "Harvest Orange Tomato" soup in time for Halloween and the busiest soup eating season of the year. It is one of 35 new soup products Campbell's is launching.

The food company tested an orange and yellow tomato soup in a handful of markets last year and based on a strong response, rolled out a tomato soup with orange tomatoes, sage, rosemary and garlic to the nation this year.

Campbell's, based in Camden, N.J., has seen its soup sales slump over the past few years. It now plans to launch some high-end soups and broaden its range of food choices, as well as invest in its research and production facilities to come out with new products to help increase its appeal and sales.

The company estimates more than 25 million people consume its tomato soup each week.

Campbell reports its first-quarter results on Nov. 22. Shares of the company fell 35 cents to close at $33.32 Tuesday.

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