Campbell Soup is changing its classic, fiercely all-American chicken noodle soup recipe in a bid to keep up with modern shoppers. The new ingredient list, which features 20 items instead of the previous 30, mostly contains items that are already in your home, like stock, enriched pasta, chicken, and carrots.
Gone are a number of less recognizable compounds, the winding names of which make consumers increasingly wary, like “disodium guanylate,” “disodium inosinate,” “maltodextrin,” and “monosodium glutamate.”
Celery was also eliminated because “child taste-testers didn’t like the flavor,” a spokesperson told the New York Times.
Last year, the makers of I Can’t Believe It’s Not Butter made similar strides into transparency when it condensed the formula of the popular butter substitute to feature little more than “plant-based oils, purified water, and a pinch of salt.”
Not surprisingly, Campbell’s is heavily focused at the moment on a specific group of shoppers — the “80 million millennials” who are “thinking differently about food and in a way that is influential,” Campbell’s chief executive, Denise Morrison, told the Times.
To that end, “We’re closing the gap between the kitchen and our plants,” Morrison said. The new version of Campbell’s chicken soup will appear on a limited-edition line for the upcoming Star Wars film.