Dive Summary:

• Campbell Soup Co. and Green Mountain Coffee Roasters Inc. announced a deal Wednesday that will see Campbell sell chicken broth K-Cups (packets of dried noodles and vegetables are included) for the latter company's Keurig machines.
• The move is part of Green Mountain's efforts to diversify its offerings as the single-serve coffee market becomes increasingly competitive, and other rumored nontraditional K-Cup offerings in the works include medicated teas, energy drinks and vitamin drinks.
• The Campbell's Fresh-Brewed Soup K-Cup packs are expected to be offered in grocers' coffee sections, as opposed to the canned soup section, and the deal will also put Campbell's in new retail outlets like department stores.

(Image credit: Business Wire)

Dive Insight:

Green Mountain isn't the only party in the deal looking to add more diversity to its line-up. Campbell recently reported a $158 million loss in its fourth quarter earnings and is looking to expand beyond its canned soup range. Consumer interest in those products has been on the decline and the company has been experimenting with new packaging, as evidenced by the launch of its pouched "Go" line earlier this year.