🥫 Campbell is evolving beyond soup

Plus: TikTok’s hiring moves, Goth Target, “hardcore” Twitter, and more. [View Online]( [The Hustle] Japanese butcher shop Asahiya sells its famous Kobe beef croquettes online. But they’re so popular, there’s a 30-year waitlist. In today’s email: - Campbell: The soup icon is innovating. - Chart: TikTok’s hiring moves. - Ice baths: Everyone wants one. - Around the web: A famous hot dog cart, a slo-mo rabbit, finding yourself through doodles, and more cool internet finds. 🎧 On the go? [Listen to today’s 10-minute podcast]( to hear Jacob and Rob discuss how Campbell Soup is using AI, an ultimatum at Twitter, TikTok’s geopolitical hiring moves, and more. The big idea [Campbells soup can]( Campbell Soup is prepping for the future Formed in 1869, Campbell Soup Company is now in its third century, and the iconic brand is embracing technology to make sure it survives to see a fourth. Thanks to a growing product portfolio, and the use of AI to spot new trends, Campbell is [evolving]( beyond its soupy roots, per Food Dive. Known best for its iconic can… … recent acquisitions have pushed Campbell’s product assortment into new categories: - In 2017, the company acquired Pacific Foods, which makes organic soups, broths, and milks. - In 2018, Campbell bought snack behemoth Snyder’s-Lance, which owns Late July, Pop Secret, and several other brands. With the Snyder’s-Lance acquisition, ~50% of Cambell’s sales now come from snacks. To identify new food trends… … the company uses a process called “Insights Engine,” which [uses AI]( to review 300B menus, studies, and other data points per year. Campbell’s employees use the data to understand where a trend is going, whether it will last, and if one of its brands is in position to capitalize on it. Recent innovations include: - Oat milk-based soups, which the company rolled out in 2021 through Pacific Foods. - FlavorUp, a cooking concentrate that comes in three flavors and enhances the flavor of food. And these products are impacting the bottom line — innovation products currently account for 2% of net sales, and the company hopes to reach 3.5% by 2025. If Campbell runs out of inspiration, they can always pull from centuries past, like this [1933 advertisement]( featuring asparagus soup. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=Campbell+Soup+is+prepping+for+the+future%0Ahttps%3A%2F%2Fthehustle.co%2F11172022-Campbells-soup%3Futm_campaign%3DCampbells%26utm_content%3D11172022-Campbells-soup%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( TRENDING [eyeball wearing a hat] Goth Target: The store is embracing its inner angst with a metaverse [Goth Target](. (Not to be confused with Chicago’s [goth Target](.) SNIPPETS The ultimatum: In [a memo](, Elon Musk told employees they must agree to Twitter’s new “extremely hardcore” culture by 5pm today or resign. Pay me! Linktree [launched]( a paywall feature that lets creators charge up to $150 for access to individual pieces of content on their page. Made in the USA: Apple is reportedly [planning]( on sourcing its chips from an upcoming TSMC plant in Arizona. Disney World plans on raising ticket prices in December. The most expensive one-day tickets for Magic Kingdom will cost $189, up from $159. Amazon began [laying off]( some of its devices and services team members. Read our previous coverage [here](. This’ll be interesting: The House Financial Services Committee will [hold a hearing]( on FTX, involving Sam Bankman-Fried, Alameda Research, and Binance, in December. Microsoft Teams’ new [Games for Work]( app lets co-workers play games together, including “Minesweeper” and, oxymoron aside, “Solitaire.” US business applications remain [~45% higher]( than 2019 numbers, likely due to the continued ecommerce boom and people hoping to get ahead of rising interest rates. Airbnb’s latest update [includes]( better hosting features and new categories for filtering searches, such as “top of the world” and “play.” All hands meetings don’t have to bring flashbacks of school assemblies. Learn how you can spice up your [company gatherings]( while keeping them effective on The Hustle blog. CHART [TikTok]( Singdhi Sokpo [Tweet this Image]( TikTok’s swooping in to grab laid-off talent In November alone, [48k+]( tech employees have been let go — many from Twitter and Meta. But whereas Meta is seeing ad revenue decline, TikTok is [forecasting]( growth of ~150%, up from $4B last year to $10B this year. Now, TikTok’s San Francisco team, whose Mountain View office once belonged to Meta, is looking to nearly double its headcount, per The Information. - The team has grown from a few hundred to 1k+ since 2020, and TikTok is looking to add another 1k. - Following layoffs at Twitter and Meta, TikTok recruiters have swooped in to snag job-seeking engineers. Interestingly, TikTok’s US hiring efforts aren’t necessarily a business need, but a reputational one: The Chinese-owned company is being closely eyed for its privacy practices, and increasing its US presence could buy it time and trust from regulators. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=TikTok%E2%80%99s+swooping+in+to+grab+laid-off+talent%0Ahttps%3A%2F%2Fthehustle.co%2F11172022-TikTok-hiring%3Futm_campaign%3DCampbells%26utm_content%3D11172022-TikTok-hiring%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( Free Resource We’re launching a podcast (and giving away gear) If you like the startup action on “Shark Tank,” you’ll love this new rewatch series. Our new podcast, Another Bite, unpacks some of the show’s most iconic moments. We’re bringing back Squatty Potty, Mensch on a Bench, that golf-club-urination-carrier, and plenty more. To celebrate, we’re shipping out [$5k in tubular tech gear](. Chomp. Enter to win a variety of prizes: - iPhones and AirPods - Nintendo Switch - Oura smart ring - Nespresso Vertuo Titan Details in the button. Contest ends Nov. 22. [Another Bite giveaway →]( Pricey Plunges [ice bath]( The ice bath business is on fire What do [Lizzo]( and your favorite Twitter thread bro have in common? A pricey ice bath. According to The New York Times, ice baths are [hot right now](, and companies are diving headfirst into the lucrative biz. What’s all the fuss? Ice baths aren’t new. For years, athletes have used them after workouts to ease muscle [soreness]( and promote recovery. Now the trend has taken hold in the wellness community: - Cold-plunge [enthusiasts]( claim that submerging yourself in icy water has benefits like mental clarity, decreased pain, and weight loss. While it’s still TBD whether an icy dip actually helps you shed pounds, that hasn’t stopped a flood of new startups from entering the space: - [Plunge]( offers a $4.9k personal tub and a $6.4k commercial model - [BlueCube](’s home ice bath is $15.9k; its spa model rings in at $26.9k - [Renu Therapy]( offers a travel tank at $995 and home models starting at $9.6k - [Morozko Forge](’s ice baths retail for $12.8k and $19.9k The incoming cold front… … doesn’t stop with pricey baths. Customers can also chill out with facial [ice rollers](, [cryotherapy](, and ice bath group [classes](. All we know is, at these prices, we’ll be plunging in the nearest river instead. [Share on Facebook]( [Share on Twitter]( [Send as email to a friend](mailto:?subject=The%20Hustle%20wrote%20something%20I%20think%20you%27ll%20like...%0A&body=The+ice+bath+business+is+on+fire%0Ahttps%3A%2F%2Fthehustle.co%2F11172022-Ice-baths%3Futm_campaign%3DCampbells%26utm_content%3D11172022-Ice-baths%26utm_medium%3Demail%26utm_source%3Ddaily%0A%0AYou%20can%20subscribe%20with%20my%20link%20here%20to%20get%20the%20latest%20in%20tech%20and%20business%20daily:%0A [View on our website]( AROUND THE WEB 👑 [On this day](: In 1558, the Elizabethan Age [began]( when Queen Elizabeth ascended the British throne following the death of her half-sister, Queen Mary I, who had imprisoned her in the Tower of London. 🌭 That’s interesting: Alaska’s best-known [hot dog cart]( has lasted four generations. They serve rattlesnake dogs, among other unconventional meats. ✏️ How to: Find yourself by drawing a [stick figure](. 🐇 Aww: And now, a [happy bunny]( in slo-mo. 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