Over the last couple of years, we have been seeing a surge in the crowdsourcing idea and innovation sites. Dell has Ideastorm, P&G has Connect+Develop. All the sites express their needs clearly and allows customers and partners to suggest new ideas. Retailers have picked the trend, first it was Starbuck with Mystarbucksidea, now Campbell has joined these companies by launching CampbellIdeas.com.

From Supermarketnews:

Campbell Soup Company (NYSE: CPB) is inviting scientists, entrepreneurs and inventors to submit their ideas via a new Web site called “Campbell’s Ideas for Innovation.” The site, which can be accessed at www.campbellideas.com, has been established to provide an easy way for people to submit their innovative ideas to Campbell for evaluation.

Campbell is focused on generating ideas in the areas of new products, packaging innovation, product line extensions, environmental sustainability, business processes and marketing. The company also is interested in new technologies related to sodium reduction, vegetable nutrition and healthier fats and oils.

We will see more and more retailers coming on board and using customers and partners for Idea Innovation.