Between August 2012 and August 2013 Campbell will have launched more than 50 new products, including 32 new soups, up from only three in 2010 and 2011, illustrating new CEO Morrison's determination to turnaround flagging sales at the 143-year-old and $7.7 billion soup company. The plan hinges on a particular demographic: Millennials. To reach the coveted cohort, which now measures more than 25% of the U.S. population, Morrison is revamping packaging and soup recipes in favor of "exotic" flavors like curry and cumin over condensed tomato. 2013 SPOTLIGHT: Is it working? End of fiscal 2011, net sales in soup and simple meals were down 6% and EBIT was down 11%. However, in the first half of fiscal 2013, soup and simple meals increased 2% and EBIT increased 7%.