Remember that Seinfeld episode with the cranky soup guy? It spawned a chain called Original Soupman. Seventeen years—and 120 reruns!—since the episode debuted, the Soupman is expanding yet again, with a line of shelf-stable supermarket soups. Isn't it a little late? We put the question to founder Seb Rametta. His response:
"Soup crosses all demographics: We've created decadent soups, healthy soups, and soups that everyone wants."
A version of this article appeared in the September 2012 issue of Fast Company magazine.