Two years ago, CPG giant Campbell’s greenlit a somewhat audacious project: to support four employees seeking to launch the Soulfull Project, a mission-driven brand that would operate with limited autonomy. However, despite having enjoyed growth while under Campbell’s auspices, the breakfast brand announced this week it would spin-off as a unique entity due to recent shifts in Campbell’s focus.
In the two years since its inception, the Soulfull Project has grown its distribution from 14 stores to close to 3,000 retailers — including Wegman’s, ShopRite, Stop & Shop, Shaw’s, Central Market, Fred Meyer and, most recently, Sprouts Farmers Market. The company has a give back model where For every hot cereal purchased, the company donates an equivalent amount to a local food bank and, to date, has donated over 1 million meals.
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