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
Rao’s traces its roots to the legendary New York City restaurant founded in 1896. With demand for reservations far exceeding availability, Frank Pellegrino, Sr. created Rao’s Homemade in 1992, making the restaurant’s flavors accessible to more people at home.
That commitment to quality remains central to the brand today.
What makes Rao’s pasta sauce different
Rao’s products are known for their premium ingredients, including:
- Hand-picked, naturally ripened tomatoes from southern Italy
- Olive oil produced in Italy
- Onions and garlic are peeled and processed just-in-time and in-house to preserve peak flavor
- Traditionally prepared Italian cheeses, like Parmigiano Reggiano, Pecorino Romano, and Mascarpone, crafted using time-honored methods that reflect the rich, culinary heritage of Italy
The Rao’s R&D and culinary team continues to innovate by introducing new flavors and formats, while maintaining the core recipes that consumers recognize and trust. Our newest sauce, Creamy Marinara, has surged to the #1 Innovation in the Italian Category.
“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.”
Ken Bopp, Vice President R&D for Rao’s
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.”
Risa Cretella, President, Meals & Beverages.