New Colors for Campbell's Tomato Soup

Limited Edition Campbell's Harvest Orange Tomato Soup Campbell's Soup Co.

Campbell Soup Co. is launching limited edition orange and yellow versions of its tomato soup this fall, as the company focuses more effort on marketing its soups.

The world's largest soup maker said Monday the two new editions, Sun-Ripened Yellow Tomato soup and Harvest Orange Tomato soup will be available in more than 10 cities while supplies last. Markets include Washington, D.C., Cleveland, Pittsburgh and Seattle.

The company said the soups are being made with tomatoes cultivated from seeds made at the company's research center in Davis, Calif. The tomatoes in use are also used in the company's V8 V-Fusion vegetable and fruit juices.

The new soups will have different labels that feature the colored tomatoes on the package. They'll cost $1.59, a premium compared to the standard tomato soup's 95-cent-per-can suggested retail price. The company said they cost more because of the different ingredients and the fact that they're made on a smaller scale.

Last month the company announced it was launching a $100 million ad campaign to promote its soup brands, hoping to reverse a downturn in the category.

Soup sales have faltered for the past year as the category faces tough competition from other low-price meals, such as frozen pizza and frozen entrees.

The new ad campaign is tagged "It's Amazing What Soup Can Do," and includes TV commercials with a voiceover by actor Tim Allen, along with print, radio and online ads. Ads started running on Sunday.

Shares of Campbell rose 6 cents to $36.15 in morning trading Monday.
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