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Soup - US - January 2011

After several years of modest gains, soup sales turned negative in 2009 and 2010. Increasing concern over the health risks of sodium and growing awareness of soup’s generally high sodium content have robbed the category of its positive momentum and tarnished soup’s longstanding reputation as hearty and wholesome “good food.” Marketers’ significant efforts to reduce sodium levels and to promote the category heavily have so far failed to reinvigorate the category.

This report provides an in-depth view of recent developments and trends in the soup category, including:

  • Analysis of sales and market share results for the total soup category and all its segments, plus sales forecasts through 2015
  • An examination of the increasing influence of private-label soup
  • An assessment of Campbell’s and Progresso’s recent substantial advertising and marketing initiatives intended to put the category back on a growth track
  • Insights and ideas for what else marketers and retailers could be doing to boost sales
  • Analysis of recent soup category new product activity and trends, and examples from innovators in the areas of natural/organic, health, and new flavor experiences
  • Mintel’s exclusive consumer research into the attitudes and behaviors of soup consumers and shoppers

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising clips
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Market at a glance
                      • Sodium awareness and concern on the rise, puts soup makers in a bind
                        • Promotions, lower prices but fail to build RTS soup volume
                          • Condensed soup declines accelerate despite sodium reduction
                            • Low-priced ramen loses sales momentum gained during recession
                              • Broth leads category in sales growth
                                • Supermarkets lead category, but face pressure
                                  • Campbell Soup and General Mills turn positive to reinvigorate category
                                    • Competition from within: private label continues to gain strength
                                      • Number of new product launches declines slightly
                                        • New advertising focuses on the positive
                                          • Key consumer research findings
                                          • Insights and Opportunities

                                            • Make soup more social
                                              • Be a part of the solution
                                                • Positively healthy
                                                • Inspire Insights—Food Phobia

                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Rising prices, recession boost sales 2005-08
                                                        • Sales slip in 2009 and 2010 amid ad wars and promotions
                                                          • Returning to a more positive outlook
                                                            • Figure 1: FDMx sales and forecast of soup, at current prices, 2005-15
                                                            • Figure 2: FDMx sales and forecast of soup, at inflation-adjusted prices, 2005-15
                                                          • Walmart sales
                                                            • Total market estimate and forecast
                                                              • Figure 3: Total market sales and forecast of soup, at current prices, 2005-15
                                                              • Figure 4: Total market sales and forecast of soup, at inflation-adjusted prices, 2005-15
                                                            • Fan-chart forecast
                                                                • Figure 5: Total market sales and fan forecast of soup, at current prices, 2005-15
                                                            • Market Drivers

                                                              • Sodium
                                                                • Awareness on the rise
                                                                  • Sodium consumption has increased in recent decades
                                                                    • More shoppers taking note of sodium levels
                                                                      • Figure 6: Key sodium attitudes, by age, May 2010
                                                                    • More marketers making sodium reductions
                                                                      • Weight awareness
                                                                      • Competitive Context

                                                                        • Competition from within: private label continues to gain strength
                                                                          • Figure 7: Private-label soup market share, by segment, 2006-10
                                                                        • Private-label soup launches surge in 2010
                                                                          • Figure 8: Number of soup new product launches, by type, 2006-10
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Sales of soup, by segment
                                                                            • Figure 9: FDMx sales and forecast of soup, by segment, 2005-15
                                                                            • Figure 10: FDMx sales of soup, by type, 2008 and 2010
                                                                        • Segment Performance—Ready-to-Serve Wet Soup

                                                                          • Key points
                                                                            • RTS soup suffers declines, lasting impact of soup wars
                                                                              • Price comparisons don’t favor RTS
                                                                                • Promotions, lower prices but fail to build volume
                                                                                  • Competitors switch to positive messages. Will it reverse the downward trend?
                                                                                    • Sales and forecast—ready-to-serve wet soup
                                                                                      • Figure 11: FDMx sales and forecast of ready-to-serve wet soup, 2005-15
                                                                                  • Segment Performance—Condensed Wet Soup

                                                                                    • Key points
                                                                                      • Condensed soup declines accelerate despite sodium reduction
                                                                                        • Campbell’s most recent efforts in segment focus on the retail shelf
                                                                                          • Sales and forecast—condensed wet soup
                                                                                            • Figure 12: FDMx sales and forecast of condensed wet soup, 2005-15
                                                                                        • Segment Performance—Dry Soup

                                                                                          • Key points
                                                                                            • Low-priced ramen loses sales momentum gained during recession
                                                                                              • Sales and forecast—dry soup
                                                                                                • Figure 13: FDMx sales and forecast of dry soup, 2005-15
                                                                                            • Segment Performance—Ready-to-Serve Broth

                                                                                              • Key points
                                                                                                • Broth leads category in sales growth
                                                                                                  • Sales and forecast—ready-to-serve broth
                                                                                                    • Figure 14: FDMx sales and forecast of ready-to-serve broth, 2005-15
                                                                                                • Segment Performance—Refrigerated Soup

                                                                                                  • Key points
                                                                                                    • Refrigerated soup sales stall
                                                                                                      • Sales and forecast—refrigerated soup
                                                                                                        • Figure 15: FDMx sales and forecast of refrigerated soup, 2005-15
                                                                                                    • Segment Performance—Frozen Soup

                                                                                                      • Key points
                                                                                                        • Frozen soup sales decline in recession, then stabilize
                                                                                                          • Opportunity for local and regional favorites
                                                                                                            • Sales and forecast—frozen soup
                                                                                                              • Figure 16: FDMx sales and forecast of frozen soup, 2005-15
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Supermarkets lead category, but face pressure from all sides
                                                                                                                • Figure 17: FDMx sales of soup, by channel, 2008 and 2010
                                                                                                            • Retail Channels—Supermarkets

                                                                                                              • Key points
                                                                                                                • Supermarkets remain central to the soup category
                                                                                                                  • Figure 18: Supermarket/food stores’ sales of soup, 2005-10
                                                                                                              • Retail Channels—Other Channels

                                                                                                                • Key points
                                                                                                                  • Other retailers gain by placing greater emphasis on food
                                                                                                                    • Figure 19: Sales of soup at other FDMx channels, 2005-10
                                                                                                                • Retail Channels—Natural Supermarkets

                                                                                                                  • Key points
                                                                                                                    • Insights
                                                                                                                      • Sales of soup in the natural channel
                                                                                                                        • Figure 20: Natural supermarket sales of soup, at current prices, 2008-10
                                                                                                                        • Figure 21: Natural supermarket sales of soup, at inflation-adjusted prices, 2008-10
                                                                                                                      • Natural channel sales by segment
                                                                                                                        • Figure 22: Natural supermarket sales of soup, by segment, 2008 and 2010*
                                                                                                                      • Leading brands
                                                                                                                        • Figure 23: Selected natural supermarket brand sales of soup, 2008 and 2010
                                                                                                                      • Natural channel sales by organic content
                                                                                                                        • Figure 24: Natural supermarket sales of soup, by organic/non-organic, 2008 and 2010
                                                                                                                    • Leading Companies

                                                                                                                      • Key points
                                                                                                                        • Campbell Soup and General Mills turn positive to reinvigorate category
                                                                                                                          • Maruchan gains on value proposition
                                                                                                                            • FDMx sales of soup by manufacturer
                                                                                                                              • Figure 25: FDMx sales of soup, by manufacturer, 2009 and 2010
                                                                                                                          • Brand Share—Ready-to-Serve Wet Soup

                                                                                                                            • Key points
                                                                                                                              • Few winners in declining RTS segment
                                                                                                                                • Progresso bets on flavor
                                                                                                                                  • Figure 26: Selected FDMx manufacturer and brand sales of ready-to-serve wet soup, 2009 and 2010
                                                                                                                              • Brand Share—Condensed Wet Soup

                                                                                                                                • Key points
                                                                                                                                  • Campbell defines segment
                                                                                                                                    • Better-for-you lines and kids’ products outperform the rest of the segment
                                                                                                                                      • Figure 27: Selected FDMx manufacturer and brand sales of condensed wet soup, 2009 and 2010
                                                                                                                                  • Brand Share—Dry Soup

                                                                                                                                    • Key points
                                                                                                                                      • Ramen’s growth stalls
                                                                                                                                        • Little new product activity to stir new interest
                                                                                                                                          • Figure 28: Selected FDMx manufacturer and brand sales of dry soup, 2009 and 2010
                                                                                                                                      • Brand Share—Ready-to-Serve Broth

                                                                                                                                        • Key points
                                                                                                                                          • Both value and premium brands make gains
                                                                                                                                            • Figure 29: Selected FDMx manufacturer and brand sales of ready-to-serve broth, 2009 and 2010
                                                                                                                                        • Brand Share—Refrigerated Soup

                                                                                                                                          • Key points
                                                                                                                                            • Supermarket store brands control segment
                                                                                                                                              • Figure 30: Selected FDMx manufacturer and brand sales of refrigerated soup, 2009 and 2010
                                                                                                                                          • Brand Share—Frozen Soup

                                                                                                                                            • Key points
                                                                                                                                              • Frozen soups stress quality, appeal to regional and cultural preferences
                                                                                                                                                  • Figure 31: Selected FDMx manufacturer and brand sales of frozen soup, 2009 and 2010
                                                                                                                                              • Innovations and Innovators

                                                                                                                                                • Wet soup launches outnumber dry by more than three to one
                                                                                                                                                  • Figure 32: Number of soup new product launches, by form, 2006-10
                                                                                                                                                • Convenience a defining theme, all-natural becoming more common
                                                                                                                                                  • Figure 33: Top claims for soup new product launches, 2006-10
                                                                                                                                                • Natural and organic
                                                                                                                                                  • Health claims focus on what’s missing
                                                                                                                                                    • New flavor experiences
                                                                                                                                                      • Figure 34: Top flavor claims for soup new product launches, 2006-10
                                                                                                                                                  • Marketing Strategies

                                                                                                                                                    • Overview
                                                                                                                                                      • Figure 35: Advertising spending of leading soup brands, 2008 and 2009
                                                                                                                                                    • No winners in the soup ad war
                                                                                                                                                      • Campbell’s new campaign focuses on the positive
                                                                                                                                                        • Surprising ingredients for foodies
                                                                                                                                                          • Figure 36: Campbell “ingredients” television ad, 2010
                                                                                                                                                        • Better-for-you options for health-conscious consumers
                                                                                                                                                          • Figure 37: Campbell’s Healthy Request Soup television ad, 2010
                                                                                                                                                        • Lean and wholesome for hearty eaters
                                                                                                                                                          • Figure 38: Campbell’s Chunky beef with country vegetables soup television ad, 2010
                                                                                                                                                        • Inexpensive meal solution for singles and couples
                                                                                                                                                          • Figure 39: Campbell’s Chunky sirloin Burger soup television ad, 2010
                                                                                                                                                        • Beyond television
                                                                                                                                                          • Rediscovery
                                                                                                                                                            • New Campbell merchandising system facilitates flavor exploration
                                                                                                                                                              • Progresso pivots on taste, approachability
                                                                                                                                                                • Figure 40: Progresso World Recipes soup television ad, 2010
                                                                                                                                                                • Figure 41: Progresso Rich & Hearty soup television ad, 2010
                                                                                                                                                              • Health-conscious Boomers
                                                                                                                                                              • Soup Consumption—Who Eats What?

                                                                                                                                                                • Key points
                                                                                                                                                                  • Most households use soup
                                                                                                                                                                    • Figure 42: Household usage of soup, by type, April 2009-June 2010
                                                                                                                                                                  • Canned soup skews older, dry soup and bouillon to younger adults
                                                                                                                                                                    • Figure 43: Household usage of soup, by type, by age, April 2009-June 2010
                                                                                                                                                                  • Budget-friendly dry soup mixes more popular in larger households
                                                                                                                                                                    • Figure 44: Household usage of soup, by type, by number of people in household, April 2009-June 2010
                                                                                                                                                                  • Reported soup frequency on the rise
                                                                                                                                                                    • Figure 45: Number of cans of soup/broth used, 2008/09 and 2009/10
                                                                                                                                                                    • Figure 46: Number of cans of dry soup/lunch mix or dry bouillon used, 2008/09 and 2009/10
                                                                                                                                                                  • Younger adults more likely to eat fresh, refrigerated, and frozen soup
                                                                                                                                                                    • Figure 47: Type of soup eaten in household, by age, September 2010
                                                                                                                                                                  • Higher-income respondents also more likely to opt for alternatives
                                                                                                                                                                    • Figure 48: Who in the household eats what kind of soup? “I do,” by household income, September 2010
                                                                                                                                                                  • Who else in the household eating soup?
                                                                                                                                                                    • Figure 49: Who in the household eats what kind of soup? September 2010
                                                                                                                                                                • Shopping for Soup

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Considerable opportunity to influence brand and flavor choice in-store
                                                                                                                                                                      • Figure 50: When in the purchase cycle the brand/flavor of soup is chosen, by age, September 2010
                                                                                                                                                                      • Figure 51: When in the purchase cycle the brand/flavor of soup is chosen, by household income, September 2010
                                                                                                                                                                      • Figure 52: When in the purchase cycle the brand/flavor of soup is chosen, by presence and number of children, September 2010
                                                                                                                                                                    • Container material has little impact on soup selection...or does it?
                                                                                                                                                                      • Figure 53: Role of the container in purchasing soup, by age, September 2010
                                                                                                                                                                    • Women more engaged in soup shopping
                                                                                                                                                                      • Figure 54: Ways of buying/using soup, by gender, September 2010
                                                                                                                                                                      • Figure 55: Ways of buying/using soup, by age, September 2010
                                                                                                                                                                  • How and When Soup is Eaten

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Soup is most often a solo meal
                                                                                                                                                                        • Only a few take soup to work and school
                                                                                                                                                                          • Figure 56: Ways of normally eating soup, by age, September 2010
                                                                                                                                                                        • Presence of kids drives family use
                                                                                                                                                                          • Men more likely than women to eat soup as a snack
                                                                                                                                                                            • Figure 57: Ways of normally eating soup, by gender/presence of children, September 2010
                                                                                                                                                                        • Taking Soup to Work or School

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Wet soup the most popular choice for school and office
                                                                                                                                                                              • Figure 58: Types of soup taken to work/school, by age, gender and household income, September 2010
                                                                                                                                                                            • Recession has motivated some to take soup to work or school
                                                                                                                                                                              • Figure 59: Changes in taking soup to work/school in recession, by gender, September 2010
                                                                                                                                                                              • Figure 60: Changes in taking soup to work/school in recession, by household income, September 2010
                                                                                                                                                                          • Understanding of Changes Needed to Improve Diet

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Actual behavior notwithstanding, consumers know what to eat, what not to
                                                                                                                                                                                • Sodium near the top of the list of what consumers know they should avoid
                                                                                                                                                                                  • For soup marketers, time to accentuate the positive
                                                                                                                                                                                    • Figure 61: Changes to eating habits required to improve diet, September 2010
                                                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Hispanic households economize with dry soup
                                                                                                                                                                                      • Black households frequent users of both canned and dry soup
                                                                                                                                                                                        • Asians less likely to use soup
                                                                                                                                                                                          • Figure 62: Household usage of soup, types of soup and frequency of use of canned and dry soup, by race/Hispanic origin, April 2009-June 2010
                                                                                                                                                                                        • Black soup shoppers show more brand and flavor loyalty
                                                                                                                                                                                          • Figure 63: When in the purchase cycle the brand/flavor of soup is chosen, by race/Hispanic origin, September 2010
                                                                                                                                                                                        • Asians more price-sensitive
                                                                                                                                                                                          • Figure 64: Ways of buying/using soup, by race/Hispanic origin, September 2010
                                                                                                                                                                                        • Blacks eat soup more ways
                                                                                                                                                                                          • Figure 65: Ways of normally eating soup, by race/Hispanic origin, September 2010
                                                                                                                                                                                      • Custom Consumer Tables

                                                                                                                                                                                        • Gender/age—personal use of different kinds of soup
                                                                                                                                                                                          • Figure 66: Who in the household eats what kind of soup? “I do,” by gender and age, September 2010
                                                                                                                                                                                        • Younger women more likely to be influenced by in-store marketing
                                                                                                                                                                                          • Figure 67: When in the purchase cycle the brand/flavor of soup is chosen, by gender and age, September 2010
                                                                                                                                                                                        • Younger women less committed to brands, less likely to use soup in recipes
                                                                                                                                                                                            • Figure 68: Ways of buying/using soup, by gender and age, September 2010
                                                                                                                                                                                          • For adults of all ages, soup most commonly a solo meal
                                                                                                                                                                                            • Figure 69: Ways of normally eating soup, by gender and age, September 2010
                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                            • Bargainers
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                    • Planners
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                            • Flexibles
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                    • Cluster characteristics
                                                                                                                                                                                                                      • Figure 70: Soup clusters, September 2010
                                                                                                                                                                                                                      • Figure 71: When in the purchase cycle the brand/flavor of soup is chosen, by soup clusters, September 2010
                                                                                                                                                                                                                      • Figure 72: Role of the container in purchasing soup, by soup clusters, September 2010
                                                                                                                                                                                                                      • Figure 73: Ways of buying/using soup, by soup clusters, September 2010
                                                                                                                                                                                                                      • Figure 74: Ways of normally eating soup, by soup clusters, September 2010
                                                                                                                                                                                                                    • Cluster demographics
                                                                                                                                                                                                                      • Figure 75: Soup clusters, by gender, September 2010
                                                                                                                                                                                                                      • Figure 76: Soup clusters, by age, September 2010
                                                                                                                                                                                                                      • Figure 77: Soup clusters, by household income, September 2010
                                                                                                                                                                                                                      • Figure 78: Soup clusters, by race, September 2010
                                                                                                                                                                                                                      • Figure 79: Soup clusters, by Hispanic origin, September 2010
                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                                        • Overview of soup
                                                                                                                                                                                                                          • Condensed wet soup
                                                                                                                                                                                                                            • Consumer insights on key purchase measures—condensed wet soup
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 80: Brand map, selected brands of condensed wet soup buying rate, by household penetration, 2010*
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 81: Key purchase measures for the top brands of condensed wet soup, by household penetration, 2010*
                                                                                                                                                                                                                                • RTS wet soup
                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—RTS wet soup
                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                      • Figure 82: Brand map, selected brands of RTS wet soup buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                        • Figure 83: Key purchase measures for the top brands of RTS wet soup, by household penetration, 2010*
                                                                                                                                                                                                                                      • Dry soup
                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—dry soup
                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                            • Figure 84: Brand map, selected brands of dry soup buying rate, by household penetration, 2010*
                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                              • Figure 85: Key purchase measures for the top brands of dry soup, by household penetration, 2010*
                                                                                                                                                                                                                                          • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                                                              • IRI Consumer Network Metrics
                                                                                                                                                                                                                                              • Appendix: Other Useful Tables

                                                                                                                                                                                                                                                  • Figure 86: Household usage of canned or jarred soup/broth, by brand, 2008/09 and 2009/10
                                                                                                                                                                                                                                                  • Figure 87: Household usage of dry soup/lunch mix or dry bouillon, by brand, 2008/09 and 2009/10
                                                                                                                                                                                                                                                  • Figure 88: Ways of buying/using soup, by household income, September 2010
                                                                                                                                                                                                                                                  • Figure 89: Ways of normally eating soup, by household income, September 2010
                                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                                • American Dietetic Association (ADA)
                                                                                                                                                                                                                                                • American Frozen Food Institute
                                                                                                                                                                                                                                                • American Institute of Food Distribution
                                                                                                                                                                                                                                                • Amy's Kitchen, Inc.
                                                                                                                                                                                                                                                • Bear Creek Corporation
                                                                                                                                                                                                                                                • Birds Eye Foods
                                                                                                                                                                                                                                                • Bob Evans Farms Inc.
                                                                                                                                                                                                                                                • Boston Market Corporation
                                                                                                                                                                                                                                                • Campbell Soup Company
                                                                                                                                                                                                                                                • Canned Food Alliance
                                                                                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                                                                                • CVS Caremark Corporation
                                                                                                                                                                                                                                                • Del Monte Foods
                                                                                                                                                                                                                                                • Dollar General Corporation
                                                                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                                • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                                                                                • H. E. Butt Grocery Company
                                                                                                                                                                                                                                                • Institute of Medicine
                                                                                                                                                                                                                                                • Legal Sea Foods Inc.
                                                                                                                                                                                                                                                • Maruchan
                                                                                                                                                                                                                                                • National Frozen and Refrigerated Food Association
                                                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                                                • Nickelodeon Networks
                                                                                                                                                                                                                                                • Nissin Foods (USA) Co., Inc.
                                                                                                                                                                                                                                                • Organic Trade Association
                                                                                                                                                                                                                                                • Pacific Foods
                                                                                                                                                                                                                                                • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                                                                • Roundy's, Inc
                                                                                                                                                                                                                                                • Safeway Inc
                                                                                                                                                                                                                                                • Stop & Shop/Giant-Landover Arena (Ahold)
                                                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                                                • The Hain Celestial Group, Inc.
                                                                                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                                                                                • Toyo Suisan Kaisha, Ltd
                                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                                                                                • US Department of Commerce
                                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                                • Walt Disney Company, The
                                                                                                                                                                                                                                                • Weight Watchers International Inc.
                                                                                                                                                                                                                                                • Westbrae
                                                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                                                • Wolfgang Puck Worldwide Inc.

                                                                                                                                                                                                                                                Soup - US - January 2011

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