Campbell Says Russians Love Its Soup

MOUNT LAUREL, New Jersey -- The Campbell Soup Co. said Tuesday that it was persuading Russian shoppers to cook with Campbell products.

In the Moscow area, it sells the Domashnaya Klassika line of broths with chunks of chicken, beef and mushrooms, hoping to persuade cooks to use Campbell products to make their recipes faster.

It is pursuing a similar strategy in China.

Campbell has used television commercials and supermarket taste tests to build awareness of what it sees as a new concept in Russian cooking.

The company said 70 percent of Russians who try Campbell products buy them again.

"Everything that we see today reaffirms our belief that Russia and China are ready to convert to commercial soup," said Larry McWilliams, president of Campbell's international division.

U.S.-based Campbell launched its efforts in Russia last year.