New Logo and Packaging for Progresso by Hornall Anderson

Dating back to 1925, Progresso, as a brand label, was first sold in 1949 when two prominent Italian importing companies in New Orleans, LA, merged and remained family-owned until 1969. After a series of acquisitions, Progresso is now a brand of General Mills and offers a range of canned soups, canned beans, broths, chili, and other food products, totaling nearly 100 options. Although Campbell’s is the more famous soup brand, Progresso was first to offer ready-to-heat soups as meals, as opposed to Campbell’s, which were condensed and required further work. This month, Progresso rolled out a new logo and packaging designed by Seattle, WA-based Hornall Anderson. As shoppers become increasingly health-conscious, the new stripped-back design proudly displays both the Progresso name