Independent Thoughts

Pitmaster perfume: The full barbecue experience

Progresso's Pitmaster Deodorant captures the full sensory experience of grilling.

There’s nothing quite like the irresistible smell of barbecue on the grill, the meat sizzling as the alluring smell of char and smoke wafts through the air, making your mouth water before that first bite. When I man the grill, I know I’ll carry that smoky aroma for the rest of the evening.

But let's be honest: sometimes we don't have time to tend the fire. What then? How do we get that enticing scent without our trusty grill?

Apparently, I’m not the only one asking that question. The smell of barbecue is so irresistible that Progresso decided to bottle it up…as a deodorant. Traditionally known for its soup products, Progresso is offering a limited-edition Pitmaster Deodorant, paired with a can of Pitmaster BBQ-Style Grilled Chicken & Fire Roasted Corn Soup as part of a Pit Kit, available for $15 at ProgressoPitKit.com.

Progresso dropped Progresso Pitmaster soups during summer 2025, offering convenience-focused barbecue flavors. Convenience is great, as it's one of today's top consumer trends. But convenience removes one of the best parts of grilling: the pitmaster perfume.

According to María Carolina Comings, vice president and business unit director for Progresso at General Mills, “While we had the flavors locked in, we realized our fans were missing the smell they got from manning the grill all day." Recognizing that barbecue is a full sensory experience, Progresso then dropped its Pitmaster Deodorant.

This launch reminds me of a similar drop from Progresso earlier this year. For flu season, Progresso launched a limited-edition "candy" innovation: Progresso Soup Drops, featuring the flavor of Progresso Chicken Noodle Soup in a hard candy format.

Now, I'm not a huge soup person, but I had to get these. While I had absolutely no desire to actually eat these Soup Drops (sorry Progresso, but I'm scared to try them), the novelty and price point secured the purchase for me. For $3, I just had to see what the buzz was about.

That impulse to try out something novel, even if a little weird, sends a powerful message: Consumers crave true authenticity, creativity and memorable experiences. In an era of social media fueled by online connection, novelty product marketing can reach customers in new ways.

According to a cross-generational consumer study by The Harris Poll and Quad, many Gen Z and millennial consumers are seeking out sensory interactions and hands-on brand experiences. The study found that brands embracing this kind of immersive marketing approach can enhance perceptions of their authenticity, sparking a connection that goes beyond the purchase.

We’ll have to keep our eyes peeled for the next meat-inspired novelty item. Up next: maybe bacon-scented candles?

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Sammy Bredar is Group Editor of The National Provisioner and Dairy Foods. She covers the meat and dairy processing industries while leading editorial coverage of membrane technology across both publications. Bredar serves on the Board of Directors of the Women's Meat Industry Network and earned a bachelor's degree in English literature from Ball State University.