A bowl of what Campbell Soup Co. calls "new and improved" Campbell's Alphabet soup steams after just being poured during a tasting at the soup company's world headquarters in Camden, N.J. Sales of the company's condensed soups have been slowly but steadily dropping. The company has been tinkering with the process it uses to cook up its iconic soups to try to convince customers that the taste is worth the effort of adding water.

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