How Campbell’s uses texture to connect with consumers

Brian Carruthers

Flavour grabs consumers’ attention but texture is important in keeping them engaged, says the Campbell Soup Company.

“Flavour is always sexy, it’s always the thing that grabs the attention of the consumer,” muses Campbell’s Frank Rapacki. “But texture is the reason why people have high engagement and connect with products in a unique way.”

As the Director of Innovation and Sensory Design at the food company, Rapacki plays a key role in achieving that connection. He manages teams of sensory scientists, culinary professionals, flavourists, product and process engineers in search of insights around product and package and then bringing those to life in ways that will resonate with consumers.

Like other food companies, flavour has long been...

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