Pouches and pots are poaching the canned market, but microwaveable tins may spark passion in soup consumers. It's said that when Andy Warhol painted 50 Campbell's soup cans on a canvas back in 1968, he wasn't making a grand artistic statement; he just liked soup. Forty years on, his Campbell's 'portraits' are making $12M a time and we still like soup, but tastes have changed and fortunes in the ambient sector are harder to come by. The tinned soup market is struggling to live up to its iconic status, while chillers crowded with potted, pouched and Tetrapaked newcomers are pushing fresh sales up by nearly 10% a year -that's more than tinned soup's seen in five.
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