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Campbell Soup, a well-known food brand, is set to launch two gluten-free options in its condensed soup line, Cream of Mushroom and Cream of Chicken. This marks a significant milestone for the New Jersey-based company as it is the first time they are introducing gluten-free offerings in their Campbell’s-branded portfolio. The new flavors, which are among the brand’s most popular, will hit store shelves nationwide this summer, with a suggested retail price of $1.99.
The decision to enter the gluten-free market comes in response to the growing number of Americans avoiding gluten. A recent Campbell’s Custom Survey, conducted among 600 participants aged 18-64, revealed that nearly one in five Americans are actively avoiding gluten. This dietary shift is driven by individuals with celiac disease, an immune reaction triggered by gluten consumption, as well as those without the disease who perceive health benefits from a gluten-free lifestyle.
The gluten-free food market is projected to experience substantial growth, reaching $14 billion by 2032, more than doubling its value from the previous year, according to Statista. Given this trend, it makes sense for established brands like Campbell’s, known for their iconic condensed soups, to tap into this lucrative space.
Campbell Soup already offers a wide range of gluten-free products within its extensive portfolio. These include Campbell’s Tomato Juice, several Pace salsas, Prego Italian sauces, Swanson broths and stocks, V8 juices, as well as gluten-free options from Late July, Snyder’s of Hanover, and Pretzel Crisps. Additionally, the company’s Pacific Foods line offers gluten-free soups such as Organic Red Pepper and Tomato Soup, Butternut Squash Soup, and their condensed soup varieties.
While gluten-free foods were once harder to find, they have now become more readily available. However, it’s important to note that certain studies have questioned the health impact of a gluten-free diet. A 2017 study, for instance, linked gluten-free diets to a higher risk of heart disease among individuals without celiac disease, gluten sensitivity, or wheat allergies. Despite these findings, the demand for gluten-free options continues to rise, prompting Campbell Soup to expand its offerings and provide consumers with more mealtime choices that cater to their dietary needs.