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Ragú

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For the general Italian term for meat-based pasta sauce, see ragù.
Ragú
File:Ragú logo.png
Product typePasta sauce
OwnerMizkan
CountryU.S.
Introduced1937
MarketsWorldwide
Previous ownersThe Cantisano Family
Unilever
Tagline"America's Favorite Pasta Sauce Brand"
Websitewww.ragu.com

Ragú /ræˈɡuː/ (known as Raguletto in Oceania, Finland and South Korea) is a brand of Italian-style sauces and condiments owned by Mizkan,[1] except in the United Kingdom and Ireland where it is owned by Symington's, a private label food manufacturer.[2]

It is not directly related to the Italian sauce ragù, which is meat based. The Ragú brand was first sold in 1937 and is currently the best selling U.S. brand of pasta sauce.[citation needed] Ragú was acquired by the Lipton and Bestfoods companies before merging with the Unilever portfolio, prior to its sale to Mizkan.

The Ragú pasta sauce line consists of smooth Old World Style sauces, Chunky sauces, bold Robusto! sauces, as well as organic and light pasta sauces. While most well known for selling jar packaged pasta sauce, Ragú also has a line of pizza sauces.

In its first several decades, Ragú advertising and sales broadened the appeal of Italian-American food in the United States, with slogans like "That's Italian!" and "Ragú brings the Italian out in you!" Americanized Italian cuisine is now the most common "ethnic" cuisine served in U.S. households, followed by variations of Americanized Mexican cuisine.[citation needed]

Current advertising highlights the natural ingredients and "full serving of veggies" found in the sauce. Cooked tomato foods, including Ragú, are highlighted as containing the antioxidant lycopene, which is claimed to be a cancer fighting agent. As of 2015, the advertising campaign refers to the creation of Ragú by Assunta Cantisano (see below: "Etymology") with the phrase "Simmered in Tradition."[3]

Etymology

The brand name Ragú is spelled with an acute accent while the Italian word ragù (an Italian sauce typically used for dressing pasta) is spelled with a grave accent.

Ragú had its beginnings in Rochester, New York. Assunta Cantisano and her husband Giovanni founded the Ragu Packing Company in their home in Rochester, New York, in 1937, making spaghetti sauce in their basement and later expanding to an entire factory.[citation needed] In 1969, the Ragu name was sold to Chesebrough-Pond's, which in turn, was acquired by Unilever in 1987. The facility in Rochester still manufactured products under the Cantisano name brand. Some of the original facility still exists and produces products for other labels (including Newman's Own) as Private Label Foods.

The Cantisano family left to create Cantisano Foods (now LiDestri Foods), and invented the Francesco Rinaldi brand of pasta sauce. The quotations "As I got older, I got better" and "Chow Francesco Rinaldi" (This motto should rather be "Ciao, Francesco Rinaldi") have gained popularity since their use in commercials for Francesco Rinaldi.

Notes

  1. ^ "Consumer goods major Unilever sells Ragu and Bertolli brands". Japan Herald. Retrieved 22 May 2014.
  2. ^ "Unilever sells Chicken Tonight and Ragu for £30m". Telegraph. Retrieved 2012-02-04.
  3. ^ http://www.ispot.tv/ad/ALFc/ragu-simmered-in-tradition
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