Campbell adopts shoppable recipes approach to upsurge e-commerce sales

Campbell’s Soup UK, one of the most iconic soup brands across the globe, is making its 3,000 recipes shoppable on Campbell’s Kitchen website. Allegedly, this is a strategic move taken by the giant to ramp up its online sales.

For the record, Campbell’s Kitchen gets approximately 20 million visitors per year, being the company’s largest online property. If this new strategy bears fruit, the company plans to roll out the same even outside U.S. via its Kitchen app.

Reportedly, to purchase the recipes, consumers need to select the ‘Get Ingredients’ tab which is at the bottom of a recipe and enter their ZIP codes. In doing so, they would get a list of retailers that are enlisted to deliver to that area such as Instacart, AmazonFresh, and Peapod. Speaking of the venture, Matt Pritchard, VP, Digital Marketing, Campbell Soup, has been quoted saying that the service eliminates the need of searching ingredients outside the website.

For the uninitiated, Campbell reported to have faced a major blow this year with a loss of USD 475 million, when the sale of its soup segment declined and the share price hit a five year low, prompting CEO Denise Morrison to step down. In this not-so positive scenario, e-commerce sales apparently have proved to be the only growth avenue for the company to regain its market share. In fact, Pritchard joined Campbell somewhat toward the middle of last year, with an intent to bring massive e-commerce sales of nearly USD 300 million to the company in the next five years. In addition, Campbell has also invested USD 10 million in Chef’d, for selling meal kits with the latter, cite sources.

Seemingly, several market experts have been quite apprehensive about this approach of shoppable recipes, expressing a shadow of doubt about whether people would be keen to buy ingredients from the Campbell website just by viewing it through an app.