Campbell’s rolls out new soups, adding first-ever gluten-free option
Campbell’s has expanded its soup portfolio with a series of new product launches, ranging from a gluten-free chicken noodle option to collaborations featuring Buffalo Wild Wings and Pabst Blue Ribbon. The company is positioning these additions to appeal to shifting consumer preferences, which include a rising demand for gluten-free products and a 2025 consumer trend where 70% of Americans report protein as their most desired nutrient.
Expanding the Gluten-Free Market
Campbell’s recently partnered with Banza to release a gluten-free version of its classic condensed chicken noodle soup. The product uses Banza’s chickpea penne pasta to replace traditional wheat-based noodles. According to the company, approximately 30% of the U.S. population actively seeks gluten-free alternatives. The Celiac Disease Foundation (CDF) notes that while only about 1% of the population has celiac disease, many more individuals experience non-celiac gluten sensitivity, which can cause symptoms such as abdominal pain, headaches, and chronic fatigue.
Did You Know? The gluten-free market in the U.S. is projected to grow at a 9.8% compound annual growth rate between 2026 and 2033, according to data provided by Campbell’s.
Strategic Partnerships and Bold Flavors
The brand’s “Chunky” line is also incorporating new flavor profiles through high-profile collaborations. Campbell’s has teamed up with Buffalo Wild Wings to launch a Parmesan Garlic Chicken Noodle Soup, which contains 17 grams of protein per 18.8-ounce can. Additionally, the company introduced two soups featuring Pabst Blue Ribbon: a Beer Cheese with Potatoes & Chorizo soup and a Beef, Bacon & Beer Chili with Beans. These products are currently sold exclusively at Walmart.
Expert Insight: The move to pair legacy canned goods with recognizable restaurant and beverage brands represents a strategic effort to capture a younger generation of consumers. By focusing on high-protein content and “bold” flavors, the company is attempting to maintain its market share as home-cooking habits stabilize following the 2020 surge in demand.
What May Happen Next
The success of these new product lines may influence future inventory decisions at major national retailers. Given that Campbell’s saw an unspecified increase in soup sales during 2025 alongside a 5% decline in organic snack sales, the company is likely to continue prioritizing its core soup business to drive growth. If the gluten-free chicken noodle soup gains strong traction, it could lead to further expansions of gluten-free options within the brand’s broader condensed soup lineup.
Frequently Asked Questions
What is the main difference between the new Banza collaboration and traditional Campbell’s soup?
The new version features gluten-free chickpea penne pasta instead of traditional wheat-based noodles, making it suitable for consumers avoiding gluten.
Where can consumers purchase the new Pabst Blue Ribbon-themed soups?
These specific soups, including the Beer Cheese with Potatoes & Chorizo variety, are sold exclusively at Walmart.
Why is the company focusing on high-protein soup options?
A 2025 International Food Information Council survey found that 70% of Americans identify protein as the nutrient they most want to consume, prompting the brand to highlight protein content in newer offerings like the Buffalo Wild Wings collaboration.
How do you adjust your grocery shopping habits when brands you have used for years introduce new, modern flavor profiles?