Dive Brief:
- The Campbell’s Company is releasing a gluten-free version of its iconic condensed chicken noodle soup in partnership with chickpea pasta maker Banza.
- The food companies said they developed a special variety of Banza’s chickpea pasta that can maintain its shape and texture in soup.
- Campbell’s introduced its first gluten-free soups in July 2023, launching versions of its condensed cream of chicken and cream of mushroom. Those soups have proven to be “popular additions to the portfolio,” Benjamin Crook, senior vice president of soup at The Campbell's Company, told Food Dive.
Dive Insight:
As consumer interest in gluten-free products increases, soup pioneer Campbell’s is positioning one of its most iconic brands to have a seat at the table.
The gluten-free foods market is forecast to reach $14 billion by 2032, more than double the 2022 market value, amid increasing diagnoses of celiac disease and rising mainstream adoption by consumers.
Approximately 30% of the U.S. population actively seeks gluten-free options, and the U.S. market is projected to grow at a 9.8% compound annual growth rate from 2026 to 2033, Campbell’s said, citing market data.
The new product addresses consumer demand for food products that are gluten-free but that don’t compromise on taste or texture, Campbell’s said.
"For over 125 years, Campbell's Chicken Noodle Soup has been a staple in homes across America,” Crook said in a statement. “Partnering with Banza lets us bring that same classic chicken noodle taste to the growing number of people looking for gluten free options ... in a flavorful variety that will stand out on shelf."
The growing demand for gluten-free products has led other food makers to launch reimagined versions of many of their iconic brands. There are gluten-free Oreos and Chips Ahoy! cookies, Kraft Mac & Cheese, Cheez-Its, Cheerios and Quaker oatmeal, among other offerings.
New launches also come as the FDA considers requiring food manufacturers to disclose when products contain gluten. The U.S. is the leading global market for food and beverage launches with a gluten-free claim, according to Innova Market Insights, with about one in four innovations carrying the label.
