Sauce brand Rao’s, under Campbell’s, makes a play for a national audience with a beefed-up budget

It has been just over six months since Campbell’s officially acquired Sovos Brands, Inc., bringing Rao’s Homemade under its brand umbrella. Originally a more regional brand, the jarred pasta sauce has built up a cult-like following, especially with home cooks.

After news of Campbell’s acquisition of the brand broke, fans expressed concern that Campbell’s would change Rao’s taste or ingredients, and possibly scale back its product quality to maximize profits. It’s a familiar tale: A big corporation buys a smaller brand known for its ingredients and fans get worried. (A similar story is playing out with Siete Foods, a Mexican-American brand set to be acquired by PepsiCo in the first half of 2025.)

Despite Rao’s fate under Campbell’s, the brand’s new parent company is already shaking things up when it comes to marketing and advertising.

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