The Associated Press

CAMDEN, N.J. Shhhhh. Put your ear to the ground and see if you can hear Andy Warhol rolling in his grave. The red-and-white label that made Campbell Soup a household name and a pop art icon is getting a new look.

The new label has a photograph of a bowl of soup at the center and a recipe panel on the back. The red panel on the upper half of the label is smaller and the name of the soup variety is higher.

A small box on the label reassures customers: "New look same great soup!"

"This is the most comprehensive redesigning of the label since it was created" nearly a century ago, Campbell Soup Co. spokesman Kevin Lowery said.

The Camden-based food maker will formally unveil the redesigned label today at a news conference in Philadelphia. Cans bearing the new look on 51 varieties of soup will begin appearing on supermarket shelves this month.

Campbell ranks sixth among U.S. food companies with annual sales of $6.3 billion. It controls 80 percent of the U.S. market for condensed soup, producing 2.5 billion cans annually. It holds 65 percent of the domestic market in other types of soup.

Seven months ago it put its "M'm! M'm! Good!" slogan used since the 1930s on the back burner and launched a major advertising campaign with the theme, "Never Underestimate the Power of Soup."

The red-and-white Campbell label made its debut in 1898, a year after the company began producing condensed soups in Camden. In 1900, the company added a graphic touting its Gold Medallion award for excellence. Slight changes in lettering were made ing 1905 and 1993. Read Next Article