[2 December/ Bloomberg]

Campbell Soup has been testing an online service that would deliver soups to customers’ doors. The company would begin a pilot test of the program next month, shipping out premium soups to customers that could heat them up at home. Campbell Soup Vice President, Mike Paul said it was part of a push to overhaul the way Campbell did business in order to lead disruptive innovation. Mr Paul explained that it was necessary as Campbell had been facing a problem where shoppers kept to the outer perimeter of supermarkets where fresh foods were kept, and avoided the centre of the supermarket where the company’s products were.