1. Campbell Soup Company
Campbell Soup Company, famous for its iconic red-and-white cans, might pivot to a more modern name to reflect its expanded product lineup. With a growing focus on fresh and plant-based offerings, a name like “Campbell Foods” could help shed its canned-only image. The goal? Attract younger, health-conscious consumers who associate “soup” with tradition rather than innovation.
2. Aunt Jemima (Again?)
Yes, Aunt Jemima already rebranded to Pearl Milling Company in 2021, but consumers haven’t exactly warmed up to the name. Speculation is swirling that the brand might try again, this time going with something closer to its roots—perhaps “Jemima’s Pantry” or “Golden Griddle Co.” Will the third time be the charm?
3. Land O’Lakes
Land O’Lakes made headlines when it quietly removed its Native American maiden logo in 2020, but some say the brand may not stop there. Rumors suggest a full name change to “Lakeside Dairy” or “Heartland Foods” could be next, allowing the company to focus entirely on its products rather than lingering debates over cultural sensitivity.
4. Mrs. Butterworth’s
Like Aunt Jemima, Mrs. Butterworth’s has been under scrutiny for its outdated branding. While Conagra hasn’t made an official move yet, a potential name like “Golden Syrup Co.” could help the brand modernize without controversy. The goal would be to maintain its nostalgic appeal while avoiding stereotypes.
5. Victoria’s Secret
Victoria’s Secret has been making strides toward inclusivity and empowerment, but the name still feels tied to its past of hyper-sexualized marketing. A fresh name like “Victoria Co.” or “VS Collective” could better reflect its modern values and attract a wider audience. It’s all about shedding the “angels” and embracing real-world beauty.
6. Boy Scouts of America
The Boy Scouts of America has faced a whirlwind of challenges in recent years, from lawsuits to declining membership. To reintroduce itself to a broader audience, the organization might adopt a more inclusive name like “Scouts USA” or “Trailblazers of America.” The change could help the group distance itself from past controversies and highlight its commitment to welcoming everyone.
7. Dunkin’
Yes, Dunkin’ already dropped “Donuts” from its name, but there’s chatter that the brand may lean even further into its beverage identity. A potential name like “Dunkin’ Coffee & More” could highlight its dominance in the coffee market while acknowledging its popular snack lineup.
8. Heinz
Heinz ketchup is iconic, but its parent company, Kraft Heinz, might rebrand to something like “Heinz Kitchen” to better reflect its extensive lineup of sauces, soups, and frozen meals. The rebrand would aim to strengthen its identity as a broader food innovator rather than just “the ketchup company.”
9. ESPN
Surprising, right? With the rise of streaming and changing viewer habits, Disney is reportedly considering repositioning ESPN as “Disney Sports Network” to integrate it more directly into its massive media ecosystem. It’s a big leap, but it could unify the Disney+ brand family.
10. Kellogg’s
Kellogg’s, famous for cereals like Corn Flakes and Frosted Flakes, is spinning off its snack division and may rebrand the cereal-focused business to something like “Kellogg Farms” or “Morning Grains.” The idea is to give its cereal identity more focus while allowing its snack brand to grow independently.
11. Jaguar
The luxury carmaker Jaguar has been hinting at a rebrand to signal its shift toward an all-electric future. While “Jaguar” is sleek, insiders say the company might adopt “Jaguar EV” or even “JGX” to emphasize cutting-edge technology and sustainability. This move could help it compete more directly with rivals like Tesla and Lucid.
12. Marlboro
Marlboro is one of the most recognized tobacco brands in the world, but as the industry shifts toward reduced-risk products, there’s talk of a rebrand to emphasize vaping and smokeless alternatives. A name like “Marlboro Beyond” could align with its future-facing initiatives while retaining the legacy name.
