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How should we change the perception of canned soup?
Challenge Type: food science
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top 50%
70 months ago

Soup in the refrigerated section of the grocery store is often perceived as fresher and healthier than canned soup. For canned soup to compete, we must change the perception of the product, through a change in the way we market canned soup, the can itself, and the product in the can.

We are open to your ideas for longterm or immediate changes, but approaches that will create a positive impact over the longer term are preferred.


Tell us how you would change the perception of canned soup. Specifically, answer the following questions:

  1. What underlying attributes of canned food might make it a better, healthier, or more rewarding choice for consumers when compared to other mediums? Which of these attributes do we underemphasize?
  2. How might you alter the shape and size of the soup can to change the perception of the product? Explain your reasoning, and consider including a visual of some sort to illustrate your idea.
  3. How might you change the food inside the can to improve perception of the product? Provide a detailed description of how the product would change, and what about it would be perceived as an improvement by consumers?

Parameters: While you can change the shape and size of the can, you cannot change the materials used. Ultimate package cost will be a factor in determining feasibility, but will be less of a barrier to implementation if the concept offers the potential to grow the segment significantly.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
Reward Tiers
Top 10%
will share $1,000
Next 15%
will share $400
Next 25%
will share $200
Actual individual rewards will be based on the total number of eligible solutions.
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