SWIMSOUP a Panera pivot or brilliant branding?

Panera's new line of swimsuits is on brand. https://swimsoups.com/ July is officially the hottest month of the year for most of the U.S.* and 70% of people surveyed by Panera** told us the hot weather does not stop them from eating soup. To the year-round soup aficionados out there: we see you, and we celebrate you. Cool down this summer with one of the four soup-inspired swimwear styles, and sit back and relax on the Bread Bowl Pool Float.