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Celebrating Sides Season: Campbell’s New Report and Designer Collection

As the holidays approach, no one understands the importance of side dishes better than Campbell's. With a legacy of over 150 years, this iconic brand has not only been a staple in our kitchens but has also defined holiday meals for generations. In its latest announcement on November 6, 2025, Campbell's has declared it officially Sides Season™ by releasing the fourth annual State of the Sides Report and introducing a limited-edition designer collection in collaboration with fashion designer Cynthia Rowley and her daughter Kit Keenan.

The State of the Sides Report 2025

This year’s report reveals that side dishes have truly claimed the spotlight at holiday dining tables. In an era where traditional dishes like the Green Bean Casserole celebrate significant anniversaries—such as its 70th—new favorites like Mac and Cheese are rapidly gaining popularity. The findings indicate a remarkable shift in consumer preferences:

• - A notable 63% of respondents prefer savory side dishes over turkey during Thanksgiving, up from 56% in 2024.
• - Nearly half of those surveyed (47%) would be satisfied with just a plate of sides for their meal, increasing from 38% last year.
• - Green Bean Casserole continues to shine as the most iconic Thanksgiving side, as identified by 44% of participants. Many who frequently prepare the full Thanksgiving spread advocate for the traditional preparation method.
• - A significant 50% of respondents believe that Mac and Cheese should be a fundamental component of every holiday table, with Gen Z and Millennials leading this sentiment.

These insights capture the ongoing evolution and significance of side dishes within holiday traditions.

Introducing the Campbell's Sides Collection by Cynthia Rowley and Kit Keenan

Alongside the report, Campbell’s has launched an exclusive Campbell's Sides Collection designed by Rowley and her daughter Kit Keenan. With 81% of Americans expressing that they show love for their friends and family through food, this collaboration offers a stylish and functional way to celebrate this cherished tradition.

What’s in the Collection?

The collection consists of two elegantly designed bags:

• - The Holiday Tote: This bag includes a casserole dish meant for preparing Campbell's Creamy Double Cheddar Mac and Cheese. It features a spacious interior that can accommodate all your holiday essentials, while its detachable base helps keep your food warm during transport. Plus, it comes with a customized Campbell's ring light for capturing those Instagram-worthy food photos.
• - The Party Bag: This delightful bag also comes with a casserole dish and a detachable base that doubles as a trivet. It’s designed to make serving your Campbell's Green Bean Casserole simple and efficient. Additionally, the waterproof-lined design can transform into a bottle chiller, making it even more versatile for holiday gatherings.

Both bags are not just about utility—they represent a fashion statement, underscoring the idea that food brings people together.

A Legacy of Love and Togetherness

Marci Raible, Vice President of Media Strategy and Digital Growth at Campbell's, shared insights reflecting the brand’s commitment to tradition: “Generations have turned to Campbell's for their holiday side dishes, which remain central to every celebration.” The collaboration with Rowley and Keenan aims to merge tradition with modern sensibility, encapsulating the essence of togetherness that food fosters.

Rowley emphasized the significance of food and memories, stating, “The holidays revolve around creating food and memories with family.” Keenan reiterated this sentiment, sharing her excitement about aligning with Campbell's, acknowledging how critical family-connected memories are during festive seasons.

Shop the Collection and Give Back

For those eager to shop, the limited-edition Campbell's Sides Collection will be available starting November 10th at 1 p.m. ET. Each bag retails for $99 at SidesSeason.com. In an inspiring move, for every bag sold, Campbell's will donate 99 cans of Campbell's Condensed Soup to Feeding America, demonstrating its commitment to combating food insecurity across communities. The Campbell's Company plays a pivotal role in addressing hunger, contributing over $50 million annually to support those in need.

To learn more about the State of the Sides Report, shopping details, and to keep abreast of future updates, connect with Campbell's on social media platforms like TikTok, Pinterest, and Instagram.

As we transition into holiday season, Campbell's dedication to maintaining and enriching food traditions remains a staple we can all appreciate.