Is that soup coming from your coffee machine? Campbell's Soup and Green Mountain Coffee Roasters are betting that idea catches on with new K-cup packets developed for single-serve Keurig-like coffee machines.
Campbell's and Green Mountain announced the partnership on Wednesday in a news release
as the soup company tries to tap into an increasingly more mobile young adult market with its quickie snack serving.
"This innovative partnership is a win for consumers and for both companies, and represents another important step as Campbell's expands into higher-growth spaces," said Denise Morrison, Campbell's president and CEO. "Campbell is connecting with consumers in new and exciting ways. We expect this delicious 'Campbell's Fresh-Brewed Soup' to provide consumers with a flavorful, convenient soup that fits their lives today."
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Keurig single-serve machines are a booming business, according to the Los Angeles Times
. Nearly half of every dollar spent on coffee or espresso machines went to the single-serve makers.
Keurig told the Los Angeles Times that research it commissioned indicated that 13 percent of all U.S. offices now have one of its single-serve brewers.
Campbell and Green Mountain said that three varieties will be available initially for next year, including chicken broth and noodles, The Associated Press reported
Green Mountain said its machines are designed so that the system is cleansed by the brewing process, meaning there wouldn't be a danger of the soup and coffee flavors mixing.
Green Mountain also offers K-cups for fruit drinks and hot cocoa.
While Campbell's has been trying to kick start its main brand among the younger set, the the company has diversified its portfolio with Pepperidge Farm cookies and Prego spaghetti sauces. Campbell's recently bought Bolthouse Farms juices and Plum Organics baby food as public taste looks for healthier alternatives.
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The Los Angeles Times reported, though, that one impending problem with the K-cup packaging is that it is difficult to recycle, a turn off for the younger set. The product is made of a plastic cup, which is lined with a heat-sealed paper filter, plus a polyethylene-coated aluminum foil top.
Keurig told the Times that they are currently working to make the cups more biodegradable.
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