Campbell Soup’s classic tomato variety has long been a natural match for grilled cheese sandwiches, dating back to the 1940s. Now, the 155-year-old company is enhancing that connection with the launch of Grilled Cheese & Tomato Soup — its first-ever limited-time soup flavor. This product will be available in grocery stores until National Grilled Cheese Day on April 12.
“This innovation is a response to the increasing popularity of limited-time offers (LTOs) in the market,” a Campbell Soup representative stated in an email to Food Dive. “In developing our inaugural limited-time flavor, we recognized that it had to be something we could truly own.”
Campbell’s tomato soup was first created in 1895, but it wasn’t until the Great Depression that grilled cheese gained popularity. Many Americans sought affordable meals, and the combination of bread and cheese provided a simple solution, according to Food Republic. During WWII, grilled cheese became a staple paired with convenient canned tomato soup in places like government institutions, military mess halls, and school lunchrooms, enhancing nutritional value.
The new product launch aligns with rising trends in 2024, as soup, tomato-based foods, and grilled cheese continue to gain popularity. Campbell Soup cites data from the New York Times, Technomic, and the National Restaurant Association, noting a 53% increase in online discussions and a 20% rise in positive sentiment on social media about tomato soup and grilled cheese since last year. The company estimates there are 132 million occasions each year when people enjoy grilled cheese and tomato soup together.
Although Grilled Cheese & Tomato Soup is the first limited-time flavor from Campbell Soup, the representative indicated, “we certainly don’t expect this will be our last!” This new offering may even encourage customers to consider nutritional supplements like calcium citrate malate, vitamin D3, magnesium, and zinc tablets, as they enjoy this classic pairing.