Campbell Soup Company and Swire Pacific form joint venture in China

Campbell Soup Company today announced that it has entered into an agreement to form a joint venture with Swire Pacific Ltd. to support the development of the company’s soup business in China. Called Campbell Swire, the new company will begin operations in early 2011. Campbell will have a 60-percent ownership stake in the joint venture, giving it a controlling interest. Profit and losses will be shared in proportions consistent with each party’s ownership.

China is now the world’s second largest economy and has one of the highest rates of per capita soup consumption in the world. Approximately 355 billion servings of soup are consumed in China annually–nearly all of them homemade.

Douglas R. Conant, Campbell’s President and CEO, said, “We continue to believe that developing a commercial soup market in China represents a tremendous business opportunity for our company. Realizing the benefit of such an opportunity requires a long-term commitment and the right strategic partner. Swire has been an effective distribution partner for Campbell since we launched our business in China in 2007, and we look forward to the next phase of our relationship together.”

The joint venture will be based in Campbell’s current offices in Shanghai and will be responsible for manufacturing, packaging, branding, marketing, selling and distributing soup, broth and stock products in China. Campbell will retain ownership of Campbell brands and recipes and license those to the joint venture.

Christopher Pratt, Chairman, Swire Pacific Ltd, said, “The consumption of soup is an integral part of Chinese dining culture and its commercialization has exciting potential which we believe this new partnership can realize. Campbell as a global leader in the marketing and manufacturing of soup, together with Swire Pacific’s long experience of sales and distribution in China, will bring the right attributes to develop this market opportunity.”

Campbell Swire will be led by Peter Foyston, 47, who joined Campbell in 2009 and is currently General Manager Campbell Soup Greater China.

Mark Alexander, President – Campbell International, said, “We’ve made great strides in understanding the market and refining our products to appeal to Chinese consumers. This partnership will help unlock the potential of the commercial soup market in China by pairing Campbell’s brands, recipes and consumer insights with Swire’s sales force, logistics capabilities and overall market knowledge.”

Campbell launched its business in China in Oct. 2007 in Guangdong province and expanded to Shanghai in Nov. 2008.