Pepperidge has four strategies in mind to spur more Goldfish expansion.
Keeping up the pace in its Pepperidge Farm business is one of Campbell Soup Co.’s future objectives. According to Carlos Abrams-Rivera, senior vice-president and president of Campbell Snacks, the business intends to “unleash the growth” in the Goldfish brand in four ways in order to meet that objective.
During the company’s June 13 Investor Day in Camden, Mr. Abrams-Rivera addressed investors, stating that Pepperidge wants to update its core, provide new packaging forms to retailers, find innovative methods to encourage kids to play with Goldfish, and expand into markets beyond its core demographic.
Speaking on Pepperidge’s efforts to revitalize the Goldfish brand, Mr. Abrams-Rivera emphasized that the company is approaching its aim from behind.
“We’ve changed our colors to be made of plants, and we know we have a baked cracker with whole grains and real cheese,” he said. But as we move forward, motivated by our one goal—which you’ll see coming up next year—we also think there are even more opportunities. We call this the idea of genuinely integrating real vegetable solutions into our Goldfish platform. This is a component of the new capabilities we are introducing to Campbell Snacks.
Additionally, Mr. Abrams-Rivera emphasized the significance of selecting the appropriate “demand moment.” Thus, he stated that the business is concentrated onensuring that the consumer receives the appropriate solution.
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“A big part of that is making sure we have the right packaging format,” he explained. “So we are going to be focused on driving new price architecture, going to new channels to make sure the consumers are looking for us. They have us in the way they want to shop for us.”
To satisfy its growth objective of inspiring children, Pepperidge will continue to build out its partnerships with other visible brands, he said. He mentioned upcoming collaborations with Disney and Pixar as opportunities to grow awareness about Goldfish products.
Taking the Goldfish brand beyond its core consumer represents another objective for Goldfish. Mr. Abrams-Rivera used the company’s recent launch of Epic Crunch Goldfish as an example of what the company has in mind.
He stressed that a key part of that is making sure we have the right kind of packing. Therefore, we will be focusing on developing new price architecture and branching out into new channels to make sure that clients are looking for us. They are free to shop however they like for us.
According to him, Pepperidge will continue growing its partnerships with other well-known businesses in order to achieve its growth objective of inspiring children. He mentioned potential opportunities to promote Goldfish goods through future collaborations with Disney and Pixar.
Increasing the appeal of the brand outside of its intended market is one of Goldfish’s other objectives. Mr. Abrams-Rivera used the company’s most recent introduction of Epic Crunch Goldfish as an example to highlight its objectives.