The Next Generation of Campbell's Soups Inspired by SF Hipsters

Facing declining sales and the realization that if Warhol were alive today, he'd probably draw Amy's, Campbell's CEO sent their top soup R&D squad to "hipster hubs" to figure out what kind of grass-fed grass soups 20-somethings are into these days:

[Chuck Vila, Campbell's VP of something or other] and his colleagues went to such "hipster hubs’’ as Austin, Portland and San Francisco to study the rituals and preferences of people in their mid-20s and 30s. They shopped with them. They ate at their favorite food trucks, neighborhood restaurants and, sometimes, they ate home-cooked meals in their homes.

"We learned a lot,’’ Vila said. "They are restless spirits with adventurous tastes."

So, what do our restless spirits crave? "Spicy Chorizo & Pulled Chicken with Black Beans" in a to-go microwavable package, covered with pictures of girls in thick-rimmed glasses that look like they just sampled human feces but paid grin otherwise.