The new recipe uses natural sea salt to enhance the soup's flavor while relying on the same tomatoes for their trademark color. In 2009, the company reduced the sodium levels in Campbell's tomato basil soup by 32%. Over the years, the company has made some key changes to improve the quality of its soup while preserving its status as the premier soup brand.

The deep red color is one of the most recognizable characteristics of Campbell's creamy tomato soup. Campbell's perfected their soup recipes in 1929, enabling the brand to become the leader in condensed soup products. Their agricultural experts realized they needed consistently high-quality tomatoes to ensure Campbell's tomato soup was the best. In 1912, Campbell's started a program to grow the foods they processed, including produce like tomatoes. Their dedication to standardization is one of the reasons for Campbell's success. Today, over 95% of American households use a Campbell brand product.

By 1911, Campbell's soup was distributed across America, making the brand a kitchen staple. Campbell's was founded in 1869 by a fruit and vegetable vendor and a commercial canner and packer.

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