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CAMPBELL SOUP CAMPBELL BEGINS MARKETING SOUP IN CHINA

 CAMPBELL SOUP CAMPBELL BEGINS MARKETING SOUP IN CHINA
 CAMDEN, N.J., Nov. 12 /PRNewswire/ -- Campbell Soup Company


(NYSE: CPB) announced today it has begun marketing soup and broth in the People's Republic of China, whose 1.2 billion people eat more soup every few weeks than is consumed in the United States in a year.
 "China is one of the greatest opportunities this company has ever encountered," said Robert Subin, president of Campbell Europe/Asia.
 Campbell is initially marketing nine varieties of "Campbell's" condensed soups, three varieties of "Swanson" broths as well as "V8" vegetable juice and "Campbell's" tomato juice through 575 outlets in the southeast China province of Guangdong. Plans call for the distribution to expand gradually throughout the rest of China's populous eastern provinces.
 "In China, people eat soup an average of four or five times a week, versus in America, where soup is consumed two or three times a week," said Subin. "At present, virtually all the soup eaten in China is homemade. Campbell is committed to changing that pattern, just as it did in the United States almost 100 years ago when Dr. John T. Dorrance invented condensed soup and successfully introduced it to a nation which, until then, only knew homemade soup. The result was the creation of one of America's great corporations.
 "With its massive population, its rapid rate of economic growth and its love for soup, China presents a once-in-a-lifetime opportunity," said Subin.
 "We have test-marketed our soups in Guangdong for the past year. The success of that test gives us solid optimism about our future in China."
 According to Subin, the products had been successfully marketed in nearby Hong Kong since 1986 (where Campbell has 80 percent of the canned soup market). He added that Campbell also enjoys strong market acceptance for soup in Singapore and Taiwan.
 Subin added that the China launch will be supported with television advertising and in-store promotions.
 The launch into China is the latest step in Campbell's global soup strategy. In late October the company announced it would begin selling soup in Poland -- the company's first marketing effort in Eastern Europe -- and earlier in the year it successfully launched condensed soup into Argentina.
 "At present, 95 percent of Campbell's soup sales come from only five percent of the world's population," Subin said. "When you consider that virtually everybody in the world eats soup, the potential for growth is dramatic."
 Subin said the China launch is being implemented by its subsidiary, Campbell Soup Asia, Ltd., in Hong Kong, which is the market leader in canned soups in many Asian countries.
 /delval/
 -0- 11/12/92
 /CONTACT: James H. Moran of Campbell Soup, 609-344-6426/
 (CPB) CO: Campbell Soup Company ST: New Jersey IN: FOD SU:


MJ -- PH017 -- 0182 11/12/92 12:38 EST
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Date:Nov 12, 1992
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