Progresso

Progresso

Company type	Brand
Industry	Food manufacturing
Founded	1925
Founder	Vincent Taormina, Giuseppe Uddo
Headquarters	New Orleans, Louisiana , United States
Products	Canned soup, canned beans, broths, chili, various other food items
Parent	General Mills

Progresso, a brand under General Mills, is a U.S.-based food manufacturer specializing in canned soup, canned beans, broths, chili, and various other food items.

History

The origins of Progresso trace back to the consolidation of two Italian import businesses located in New Orleans, Louisiana. In 1925, Vincent Taormina joined forces with Giuseppe Uddo by merging their enterprises. The Taormina family operated "Taormina Brothers Grocery," which gained success through tomato sales, leading them to collaborate with Uddo, who had a well-established canning business nationwide. This union resulted in the creation of "The Uddo and Taormina Corporation" and the introduction of the Progresso brand, focusing primarily on canned Italian staples such as soup, olive oil, tomatoes, spaghetti, ravioli, and beans, with products marketed since 1949.

In 1979, Progresso was purchased by Ogden Corporation for $35 million. Later, Ogden Foods was acquired by Pet, Inc. in 1986 for $320 million. Subsequently, Pet, Inc. became part of the Pillsbury Company (then owned by Grand Metropolitan) in 1995. Finally, General Mills took over Pillsbury in 2001, incorporating Progresso into its brand lineup.

Market strategy

For twenty years, Progresso soup has marketed itself as a premium alternative to the dominant Campbell brand and as a convenient option for meal replacement. Its larger cans that are ready to heat set it apart from Campbell's condensed varieties, helping to build its initial consumer base before Campbell launched its competing "Chunky" product line.

Campbell responded to Progresso's market innovation by broadening its range of ready-to-eat soups to reclaim market presence.