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Campbell Soup is trying a new version of its famous chicken soup product as the company hopes to reinvigorate sales, according to a report.

The change, reported in the New York Times, cuts the number of ingredients in can of Campbell’s chicken noodle soup from 30 down to 20. Celery, cornstarch and a number of processed flavoring ingredients are among the ingredients absent from the new product.

The new recipe is being used in soup products targeted and kids and may later be applied to all Campbell’s chicken soup recipes. The move comes as consumers have been increasingly concerned about the healthfulness of their diet and questions of sustainability.

“Before, when we talked about our business, we talked about how many cases we shipped,” Denise M. Morrison, chief executive of Campbell, told the Times. “Today, we’re talking about our food.”


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