Campbell's launches Thanksgiving side dish candles, reactions vary

On October 28, 2024, Campbell's announced a new line of scented candles inspired by Thanksgiving side dishes, collaborating with the family experience company CAMP. This Limited Edition Candle Collection will be available starting November 18. The collection includes scents modeled after popular side dishes at Thanksgiving gatherings, including Green Bean Casserole, Jalapeño Cheddar Mac & Cheese, Apple, Fennel & Herb Stuffing, and Everything Bagel-Seasoned Mashed Potatoes. Each candle captures the essence of these dishes by incorporating aromatic notes characteristic of the culinary delights associated with Thanksgiving dinners. The announcement of this unique product follows Campbell's release of its annual State of the Sides Report, which indicates a clear preference among Americans for side dishes over main dishes like turkey during the holiday season. According to this report, a substantial 60% of respondents expressed that they find joy in preparing side dishes, with many stating they would be content to feast on sides exclusively. Among younger respondents, Mac and Cheese emerged as a favored choice during the holidays. Upon the news release, social media reactions varied significantly. Some users expressed excitement about the concept of food-inspired candles, while others were less enthusiastic. Comments ranged from praise for the idea to outright disbelief regarding the appeal of a Green Bean Casserole-scented candle. This dichotomy highlights the different attitudes consumers have towards culinary-themed home fragrances. With this launch, Campbell's aims to merge nostalgia and tradition with modern home fragrance marketing strategies. By tapping into the emotional connections people have with Thanksgiving meals, the brand seeks to carve out a unique niche in the growing scented candle market.