There’s Magic in the Sauce: Celebrating Two Years of Rao’s at The Campbell’s Company

In March 2024, we completed our acquisition of Sovos Brands, welcoming Rao's®-an iconic name in authentic Italian cuisine-into the portfolio. Since then, Rao's continued to build momentum, driven by strong execution, innovation, and the teams behind the brand.

Rao's has grown from a regional pasta sauce into a $1 billion portfolio spanning Italian sauces, soups, pasta, and frozen meals. This milestone reflects a combination of disciplined marketplace execution, product innovation, national advertising, and meaningful cultural moments.

The origins of Rao's Homemade

What makes Rao's pasta sauce different

Rao's products are known for their premium ingredients, including:

• The brand's first appearance in the Thanksgiving Day Parade with the Pasta (K)night float

• A partnership with Bravo's Real Housewives franchise

• A Pasta Alla Tequila collaboration with 818 Tequila

• A partnership with gold medal-winning athletes on the Journey to Greatness

• A national advertising campaign showing us that Greatness Can't Be Rushed

These moments helped broaden awareness while staying true to the brand's heritage.

"Our new Creamy Marinara sauce isn't just an innovation, it's a culinary movement marking a natural evolution of the brand where slow-crafted tradition meets a new, irresistible expression of comfort. At Rao's, we choose to go slow so consumers don't have to."

Expanding distribution and market leadership

Rao's growth has been supported by expanded distribution across major retailers throughout North America. By reimagining in-store displays and prioritizing core distribution, the sales team has helped bring Rao's products to more consumers. As a result, Rao's is now the #1 sauce brand in all regions of the United States.

Building a premium brand through quality, culture and advertising

Rao's marketing strategy has reinforced the brand's premium positioning through high-visibility cultural moments and partnerships, including:

• The brand's first appearance in the Thanksgiving Day Parade with the Pasta (K)night float

• A partnership with Bravo's Real Housewives franchise

• A Pasta Alla Tequila collaboration with 818 Tequila

• A partnership with gold medal-winning athletes on the Journey to Greatness

• A national advertising campaign showing us that Greatness Can't Be Rushed

These moments helped broaden awareness while staying true to the brand's heritage.

Rao's has now achieved $1 billion in net sales over the past year

Rao's is now the fourth billion-dollar brand within our portfolio, joining Campbell's, Goldfish, and Pepperidge Farm. As the Rao's brand continues to evolve, the focus remains on quality, innovation, and long-term growth.

"Rao's has grown from a niche, regional pasta sauce brand into a powerhouse portfolio of authentic Italian cuisine, reflecting the work of teams across R&D, supply chain, sales, and marketing who are shaping the next chapter of Rao's."