Canned is not generally regarded as a term of endearment. Canned political speeches, which are in wide distribution this year have about as much appeal as canned foods, in this age of the fresh and natural. That is, unless you ask Del Monte Foods, the venerable San Francisco based canner of fruit and vegetables or Campbell Soup Co., Camden, N.J, the considered soup king.

About the time the republicans were gearing out of their blow-up in the southern part of the state, Del Monte announced its intent to “blow the lid off the canned fruit category” with the first major introduction of nationally branded canned fruit product in years.

“our research showed that consumers were looking for a greater variety of a canned fruit options” stated Melissa Barrit, marketing manager for fruit.

The new line stressed natural flavours and unique ingredients. It includes Raspberry Sliced Peaches, California peaches with a touch of natural raspberry flavour. Ginger pear Halves, Bartlett pear halves with a hint of ginger and Harvest spice Sliced peaches, California peaches with a dash of cinnamon and spice flavour. Each is packed in light, reduced calorie syrup. In addition the line includes Very cherry mixed fruit, which claims three time more cherries then traditional mixed fruit. The kids-oriented fruit cocktail is packed on a natural cherry flavoured light syrup.

The introduction is significant as a reminder that the canned fruit category has some growth potential left in it. Del Monte, with 1,5 billlion in overall sales for fiscal 1995 is the largest US processors of canned fruits. It claims that test marketing for the new line demonstrated significant category growth through increased sales frequency and pulling in new costumers.

Canned fruit also have some characteristichs that are in step with the times, notably price value, convenience and no fat. The new line also features ginger, cinnamon and raspberry, currently hot flavours.

The Del Monte introduction follows one earlier this summer by Campbell Soup Co.,  Camden, N.J., which launched to new soup lines and several line extensions comprissing 19 products in all. Campbell’s healthy Request Creative Chef Soup line are aimed squarely at health – conscious consumers. Healthy request is the first line that is designed specifically for use as a cooking ingredient. Approximatively 1,5 million cans of Campbell’s Soup ae used each year as a recipe ingredient.

To support the launch, Campbell Soup will increase its soup marketing budget by 30%. The mass introduction includes five new soup in the 98% fat free line, four new soups in the healty request line (including cream of roasted chicken with savory herbs, cream of mushroom with roasted garlic tomato with garden herbs, nerbed potato with roasted garlic and fresh onion), a line of seven new baked rame noodle soups, two new chuncky soups (chese tortellini and hearty chicken with vegetables) and new creamy potato with roasted garlic home cooking soup.

With a near 80% har of the US canned soup market, Campbell, like Del Monte in fruits has a strong interest in the vitality of the overall market. Eighty percendt of pie is good, unless the pie is shrinking.

“while this is the most extensive launch in our history, it’s only the beginning of the product news we will have this coming year. We will continue to add value to an invigorate our icon products” stated Daniel O’neill, president of Campbell’s US Soup Division. “ a key strategy this coming year will be our focus of the behaviour using soup as a recipe ingredient” he added. The company claims that its soup is the forth most widely used dinner ingredient for meals prepared at home, behing meat, poultry, seasonings spices and pasta / rice.

Campbell soup is also proud of the fact that its soups are found in 98% of US households, a higher percentage than cold cereal, bath tissue or coffee. However stock rotation is the key. The new introduction are aimet at getting those cans off the shelf and into the pot.

Lat year US consumer spent 3,2 billion on soup products. By putting products into its cans that fit current consumer trends: low fat, convenience (Creative chef varieties specifically for ingredient use) and popular flavour, like roasted garlic, Campbell is betting that consumers will use their can openers even more.

And as the market leaders turn up the heat on the canned food segment, look for the competition to intensify, with canners packing current trends into an age-old container.