Jimmy Fallon was less than eager to try Progresso’s chicken noodle soup-flavored hard candies, or “soup drops,” which General Mills released earlier this month.
“I tried it,” “The Tonight Show” host said last week, “and it sucks.”
Pun intended or not, that seems to be the point of this publicity stunt: attention, at any cost, for the struggling brand.
General Mills is releasing a run of the soup-flavored lozenges in limited quantities online for just a few Thursday mornings in January. Progresso is relying on a combination of exclusivity and must-try weirdness to put more eyes on the brand and more cans in grocery carts.
It seems to be working: The first batch sold out in less than an hour last week.
“We took the beloved flavors of our Progresso chicken noodle soup and packed them into a fun, savory candy soup drop for a totally new way to enjoy the taste you love whenever and wherever you want,” MC Comings, business unit director for Progresso at Golden Valley-based General Mills, said in a news release.
The cans of soup drops, which run $2.49 plus shipping, also come with a regular can of Progresso’s chicken noodle soup.
Progresso is a small part of General Mills’ overall portfolio, representing about 5% of retail sales, according to Jefferies research. But it remains a big name in the soup aisle, with about 16% market share. Competitor Campbell’s takes in nearly half of all retail dollars spent on soup.
General Mills, the food giant behind brands like Cheerios and Yoplait, is hoping to heat up sales for its Progresso soup line with a new innovation: soup drops.
The company recently announced the launch of Progresso soup drops, a convenient new product that allows consumers to add a burst of flavor to their meals with just a few drops. The drops come in a variety of flavors, such as classic chicken noodle and hearty vegetable, making it easy for consumers to customize their soups to their liking.
General Mills is hoping that the introduction of soup drops will help to revitalize the Progresso brand, which has faced declining sales in recent years. By offering consumers a convenient and customizable way to enjoy their favorite soups, the company is aiming to attract new customers and re-engage existing ones.
With the launch of soup drops, General Mills is demonstrating its commitment to innovation and its willingness to adapt to changing consumer preferences. As the company continues to explore new ways to appeal to consumers, it will be interesting to see how the market responds to this latest offering from Progresso.
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