Prego's Slogans & Taglines

Prego is an American pasta sauce brand introduced in 1981 by the Campbell Soup Company, based on a Campbell chef’s favourite family recipe. The name derives from the Italian word for "you're welcome," reflecting the brand’s invitation to effortless, flavourful meals. Launched as a single traditional sauce, it became the best-selling new dry grocery product of the decade. In 1989, the brand pioneered the extra-chunky segment with Prego Extra-Chunky, redefining the category by acknowledging diverse consumer preferences. Today the portfolio spans traditional, marinara, meat-flavoured, Alfredo, and organic varieties, alongside innovations such as Prego+ Plant Protein introduced in 2020. The brand is manufactured and distributed globally by The Campbell’s Company, headquartered in Camden, New Jersey.

Brand messaging has been anchored by the iconic advertising promise It’s in there, which debuted in a memorable campaign where a mother assured her son that every desired ingredient was already inside the jar. This evolved into the competitive claim Choose taste. Choose Prego. during its rivalry with Ragú, reinforcing its positioning as the superior flavour choice. The brand’s evolution from a single traditional recipe to a comprehensive sauce portfolio reflects its commitment to delivering authentic, convenient Italian-inspired meals for every household.