Campbell’s Chunky adds Buffalo Wild Wings soup with 17 grams of protein

Campbell’s Chunky is pushing soup deeper into the protein aisle with a Buffalo Wild Wings tie-up that looks built as much for the sports bar crowd as for the center store shelf. The new Buffalo Wild Wings Parmesan Garlic Chicken Noodle Soup rolled out to retailers nationwide beginning in June 2026 in 18.8-ounce cans, with a suggested retail price of $3.79 and 17 grams of protein in each can.

The pitch is straightforward: keep the comfort of chicken noodle soup, but load it with enough protein and enough flavor to make it feel like a modern meal solution. Campbell’s says the soup features chicken with no antibiotics, noodles and Parmesan Garlic flavor, plus carrots and bell peppers. The company is positioning it as a quick lunch, a game-day meal or an easy option when a craving hits.

That restaurant partnership matters as much as the protein number. Buffalo Wild Wings says Parmesan Garlic is one of its signature sauces, part of a lineup that includes 26 signature sauces and dry rubs, and it describes the flavor as Parmesan garlic with Italian herbs. In grocery terms, that gives Campbell’s a ready-made flavor profile that feels familiar to consumers who already associate it with wings, bar food and indulgent snacking.

Nicole Larmann, brand director for Campbell’s Chunky, pointed to the brand’s recent run of bolder collaborations, including its Beer Cheese with Potatoes and Chorizo soup developed with Pabst Blue Ribbon. That earlier partnership came with a built-in point of difference too: Campbell’s said it was the only brand offering a soup with chorizo on shelf, a reminder that the company sees collaboration not just as novelty, but as a way to carve out white space in canned meals.

The strategy reflects a bigger shift in how legacy packaged-food brands are trying to make indulgent products feel functional. Campbell’s is not just selling flavor here; it is turning protein into a merchandising hook. That 17-gram callout puts the soup in the same conversation as meal replacements and high-protein snacks, even though the product still looks and eats like comfort food.

The bet is that flavor remains the strongest lever. Prepared Foods reported that 61% of soup buyers rank flavor as the most important purchase factor in Mintel’s 2025 Soup, U.S. report, and that Campbell’s internal research found two in three Millennials identify taste as the top attribute they look for in soup. Campbell’s is betting that a wing-sauce collaboration plus a protein tally can keep a classic pantry staple relevant without losing its appeal as an indulgent bowl.