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Progresso

Progresso is an American brand of canned soups, beans, broths, and Italian-inspired food products, known for its homestyle recipes and quality ingredients, and owned by since 2001. The brand traces its origins to the late 1800s in , where Giuseppe Uddo founded a that immigrated to the in 1907, initially focusing on importing Italian staples like and olives to New Orleans. By the 1940s, Progresso had expanded its product line to include canned soups such as minestrone, lentil, and split pea, alongside items like olive oil, roasted peppers, and anchovies, with factories established in California and Vineland, New Jersey. The brand achieved national distribution in the United States during the 1950s, was sold in 1969, and ultimately acquired by General Mills in 2001 through its purchase of Pillsbury. As of 2025, Progresso offers a wide range of products including traditional and premium soups (e.g., Italian Wedding Soup), reduced-sodium and heart-healthy options, bread crumbs, artichokes, and chili, emphasizing real food without artificial flavors. Progresso has maintained its reputation for delivering authentic flavors to families, with innovations like gluten-free and protein-enriched varieties, as well as recent 2025 launches such as the Pitmaster line of BBQ-inspired soups and Soup Drops, a noodle-flavored , while continuing to innovate in , such as limited-edition bundles and flavored extensions.

History

Founding and Early Development

The Progresso brand originated from the 1925 merger in New Orleans, Louisiana, of the Taormina Brothers Grocery, founded by Sicilian immigrant Vincent Taormina, and the importing and canning operation established by Giuseppe Uddo, another Sicilian immigrant who had begun selling Italian goods in the U.S. after arriving in 1907. This union formed the Uddo and Taormina Corporation, which initially focused on importing and canning Italian staples to serve the growing Italian-American community in the American South. In the and , the company concentrated on producing and distributing Italian-style canned goods, including , tomatoes, , , , and beans, which were sold primarily through ethnic markets in New Orleans and surrounding areas. By the , these products had gained recognition for their quality in the northeastern U.S. as well, establishing a foothold beyond the Southeast through expanded distribution networks. The company's early operations included a pioneering canning facility in , the first in the U.S. dedicated to Italian foods, which helped standardize production of these imports. In 1927, the New Orleans and operations merged to form the Progresso Italian Food Corporation. Canned production began in 1942 following the acquisition of a factory in , with initial varieties including , , and , inspired by traditional family recipes and produced to utilize off-season factory capacity during winter months. This positioned Progresso as a leader in ready-to-eat Italian soups. From the onward, Progresso underwent significant expansion, entering supermarkets across the U.S. and broadening its appeal beyond ethnic niches to mainstream consumers, achieving national distribution of its line by the . The company established additional production facilities to support growing demand, solidifying its presence rooted in its New Orleans origins.

Acquisitions and Ownership Changes

Following Giuseppe Uddo's death in 1957, family disputes between the Uddo and Taormina clans led to the company's sale in 1969 to Imperial Tobacco through its Imasco Foods. In 1979, Ogden Corporation acquired Progresso Foods for $35 million through its Tillie Foods Inc., marking the brand's first major corporate and integrating it into Ogden's growing food division. This transaction provided Progresso with enhanced distribution capabilities, facilitating broader national expansion beyond its traditional Italian-American markets. By 1986, Ogden sold its food products division, including Progresso, to Pet, Inc. for $320 million, incorporating the brand into Pet's diversified portfolio of established food lines such as Old El Paso and Underwood. The deal positioned Progresso as Pet's largest brand, with annual sales exceeding $140 million at the time, and supported operational scaling through Pet's established manufacturing and marketing infrastructure. In 1995, was acquired by the Pillsbury Company, a of PLC, in a $2.6 billion transaction that bolstered Pillsbury's rankings among U.S. food companies from 14th to 7th. This ownership change led to streamlined operations, including the closure of Pet's St. Louis headquarters and elimination of 400 to 450 positions, while preserving Progresso's brand independence within Pillsbury's lineup of specialty foods. Progresso transferred to in 2001 as part of the company's $10.4 billion acquisition of Pillsbury from PLC, establishing it as a key subsidiary brand with access to General Mills' extensive global distribution networks. Post-acquisition, production scaled through facility consolidations, such as relocating soup manufacturing to the plant operational since 2001, and increased R&D investments enabled innovations like Progresso Light and Heart Healthy soups, driving revenue growth in subsequent years.

Products

Core Product Lines

Progresso has offered canned soups as its flagship product line since 1949, when the brand introduced its first ready-to-serve varieties inspired by , including , , and . These Classic Italian-style soups, such as , , and chicken noodle, are packaged in larger 19-ounce cans, providing more servings per container than many competing brands' standard sizes. The formulations emphasize hearty, rustic flavors using real , tender or grains, and premium ingredients like without antibiotics, with no artificial flavors or colors from artificial sources. The brand's soup portfolio includes specialized sub-lines tailored to nutritional preferences. The Light line features reduced-calorie options, such as chicken noodle with 60 calories and 0.5 grams of fat per serving, achieved through lighter s and portion-controlled ingredients. Reduced Sodium varieties, like chicken corn chowder, contain 580 milligrams of sodium per cup—about 25% less than traditional counterparts—while maintaining flavor with natural seasonings and in select products. Vegetable Classics focus on vegetable-forward recipes, such as or basil, delivering 100-110 calories per cup and at least half a cup of per serving for added and nutrients. The High Protein line incorporates isolate or beans to provide 17-24 grams of protein per can, as seen in Italian-style bean and soup with chickpeas, beans, and in a offering 19 grams of protein per can. Across these sub-lines, most soups range from 100-200 calories per one-cup serving, prioritizing whole ingredients like carrots, , and without MSG added beyond natural occurrences. Beyond soups, Progresso's core offerings extend to complementary canned pantry staples rooted in Italian heritage. Canned beans, including cannellini, chickpeas, red kidney, and black varieties, are tender and versatile, often used in recipes for their content and mild flavor, packed in 15-19 ounce cans. Broths, such as and , serve as bases for cooking, formulated with simple ingredients like , vegetables, and seasonings, free of artificial additives. The brand also produces in plain, Italian-style, and panko varieties, chilis, and draws from its legacy of imports, including , , and artichokes, which trace back to the company's early 20th-century roots in importing and olives from and . These products maintain the brand's commitment to quality, with no artificial flavors and emphasis on sustainable sourcing. All Progresso products are packaged in recyclable steel cans, which contribute to environmental by reducing reliance on single-use plastics and enabling infinite recyclability. Unopened cans have a of 2-3 years when stored in cool, dry conditions, ensuring long-term availability without compromising safety or quality, as supported by general guidelines for shelf-stable canned goods.

Recent Innovations

In response to declining soup category sales in 2023 and 2024, as reported by Nielsen data, Progresso introduced several innovations starting in 2025 aimed at appealing to younger consumers and expanding consumption beyond traditional meals. These efforts focused on formats and high-protein options to revitalize the brand amid broader market challenges. One key launch was Progresso Soup Drops in January 2025, a limited-edition line of flavored like classic , positioned as a portable for cold and . Available exclusively at ProgressoSoupDrops.com in packs of 20 candies for $2.49 plus shipping, the product sold out rapidly, with weekly restocks through the end of January. The candy captured the essence of , , , noodles, and herbs, extending 's appeal into non-traditional snacking occasions. The accompanying drove a 196% increase in and earned a Gold in the category and a Silver in Brand Experience & Activation at the Lions International Festival of Creativity in June 2025. In July 2025, Progresso debuted its Pitmaster Soups line, featuring five barbecue-inspired varieties including , , , , and Hearty Smokehouse-Style. Each 18.5-ounce can provides at least 14 grams of protein, with some reaching 20 grams, targeting enthusiasts by delivering smoky, savory flavors without the need for cooking. Priced at a suggested of $2.73, the soups became available nationwide at major retailers, building on Progresso's existing high-protein portfolio that had seen expansions in prior years with options like the 23 grams of protein per can Tomato & Lentil soup.

Marketing and Market Strategy

Brand Positioning and Competition

Since the , Progresso has positioned itself as a premium, ready-to-heat in the canned category, emphasizing its heritage rooted in early 20th-century imports of Italian foods for markets. This upmarket strategy highlighted authentic flavors and convenience, distinguishing it from condensed competitors by offering full portions without dilution. The brand's use of larger 19-ounce cans, compared to the standard 11-ounce condensed formats, reinforced perceptions of value and heartiness as a standalone meal option. Progresso's focus on "authentic" Italian-inspired flavors and premium quality directly challenged market leader , who had launched its Chunky line in 1970 as a ready-to-eat alternative with hearty, filling portions. In the broader North canned market, valued at $1.5 billion in 2023, Progresso maintains approximately 16% share as of 2024, targeting health-conscious adults through no-added-MSG formulations across its lineup. Following its acquisition by in 2001 as part of the Pillsbury purchase, Progresso underwent strategic shifts toward integration into the parent company's diverse portfolio, enabling cross-promotions with brands like for bundled health-focused offerings while preserving its distinct premium identity tied to Italian authenticity. This approach supported targeted to adults seeking convenient, flavorful without compromising on quality perceptions. In recent years, Progresso has faced challenges from shifting consumer preferences toward fresh and minimally processed foods, contributing to sales declines in 2023 and 2024 amid broader category softness. To counter these trends, the brand has repositioned toward protein-enriched variants, such as the Progresso Protein line featuring 17-23 grams per can (with servings typically about half a can) in flavors like & and & , appealing to nutrition-driven demand for meal replacements.

Advertising Campaigns

Progresso's advertising in the and primarily consisted of television spots that highlighted the brand's heritage, premium ingredients, and everyday convenience for busy families. A notable example was the 1985 "P.S. I Love You" campaign, which featured affectionate messaging around the 's comforting flavor, positioning it as a heartfelt choice for home cooking. By the early , commercials like the 1991 spot declaring "There's no like Progresso" emphasized superior taste and quality over competitors, often showcasing simple preparation scenes to appeal to time-strapped consumers. In the 2000s, Progresso shifted toward competitive positioning amid the "Soup Wars" with , launching direct-comparison ads that touted better taste and the absence of MSG in its recipes. For instance, 2001 spots depicted scenarios like newlyweds or moving days where Progresso outperformed in blind taste tests, using humor to underscore its premium appeal. The 2008 campaign escalated this rivalry by highlighting Progresso's removal of MSG from 26 varieties, contrasting it with usage in 95% of its soups, which drove a temporary sales boost for Progresso during flu season. The 2010s saw Progresso pivot to health-focused messaging, promoting its low-calorie lines through TV ads that celebrated guilt-free indulgence. The 2012 "ProgressOh!" series encouraged viewers to share personal stories of satisfaction with 100-calorie-or-less soups, blending emotional testimonials with nutritional claims to target weight-conscious audiences. Commercials like "Proof" () and "100 Calories" () featured skeptical consumers verifying calorie counts via calls to chefs, reinforcing and . By 2013, spots such as "Therapy Session" humorously portrayed the soup as a comforting alternative to professional counseling, emphasizing its role in stress relief and well-being. In recent years, Progresso has embraced emotional and digital innovation for broader reach. The 2024 "Margaret" TV commercial, revived in 2025, depicted a heartfelt family moment around a bowl of , evoking and warmth to connect with viewers on a personal level. The January 2025 Soup Drops digital campaign transformed classic Chicken Noodle Soup into a limited-edition "soup you can suck on," launched via for viral engagement during cold and . This effort quickly sold out, achieving a 47-point lift in top-of-mind and outperforming competitor growth by 14 points. It earned Gold in PR Lions and Silver in Brand Experience & Activation at the 2025 Cannes Lions International Festival of Creativity, validating its creative ROI. The July 2025 Pitmaster Soups promotion targeted grilling enthusiasts with BBQ-inspired varieties, blending TV and online ads to bridge summer barbecues and fall comfort eating. Extending into September, the campaign introduced the limited-edition Pit Kit, pairing soups with BBQ smoke-scented for humorous, shareable buzz that maintained the smoky flavor without the grill. This multi-channel strategy—balancing traditional TV for broad exposure with digital platforms for interactive promotion—has amplified Progresso's relevance in seasonal markets.

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