New Campbell Web site designed to attract innovative ideas

CAMDEN, N.J. Campbell's "possibilities" slogan has just taken on new meaning with a new Web site that allows consumers to submit their innovative ideas.

The site, which can be accessed at www.campbellideas.com, targets scientists, enterpreneurs and others who work outside of the company, urging them share their ideas in the areas of new products, packaging innovation, product line extensions, environmental sustainability, business processes and marketing. The company also is interested in new technologies related to sodium reduction, vegetable nutrition and healthier fats and oils.

Ideas submitted to Campbell through the Ideas for Innovation program will be evaluated by a team assembled for this purpose. Ideas will be reviewed and evaluated by someone with direct knowledge of the relevant business or function and who will determine whether there is an interest in pursuing the idea.

“Campbell has had a solid track record for innovation in the categories in which we compete: soup and simple meals, baked snacks and healthy beverages,” said chief strategy officer Carl Johnson. “We are committed to improving our innovation results, and a key element in this improvement requires us to be open to ideas from both inside and outside the company. The Ideas for Innovation Web site is one of the ways we are accessing innovation from outside sources. [It] is designed to provide an effective way for Campbell to review and evaluate unsolicited ideas by offering people who do not work for the company an easy way to submit ideas.”