Who Owns Pace?
Pace is owned by The Campbell's Company (NASDAQ: CPB), a publicly traded food company headquartered in Camden, New Jersey. Founded in 1947 by David Pace, the picante sauce brand was acquired by Campbell in 1995 and remains one of the leading jarred salsas in American grocery, part of Campbell's meals and beverages portfolio.
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Who Owns Pace?
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History of Pace
- Founded: 1947
- Founders: David Pace
David Pace began jarring picante sauce in San Antonio in 1947, selling it to local stores and building Pace Foods into a regional Texas business. The brand broke nationally in the 1980s and 1990s with its famous "New York City?" commercials mocking salsas not made in the Southwest.
Campbell Soup acquired Pace in 1995 for roughly $1.1 billion, folding it into the condiments portfolio where it expanded into salsa varieties and queso dips.
About
Is Campbell Soup Company still the company's name?
No. In 2024, the company formally rebranded from Campbell Soup Company to The Campbell's Company to reflect its diversified product portfolio that extends well beyond soup.
Is Campbell's publicly traded?
Yes. The Campbell's Company is publicly traded on the NASDAQ stock exchange under ticker CPB. The company has been publicly traded since 1954.
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Who owns Rao's Homemade pasta sauce?
Rao's Homemade is owned by The Campbell's Company, which acquired it through the purchase of Sovos Brands, Inc. in March 2024 for approximately $2.7 billion. In May 2026, Campbell's completed the acquisition of a 49 percent interest in La Regina, the privately held maker of Rao's tomato-based jarred pasta sauces.
Who makes Goldfish crackers?
Goldfish crackers are made by Pepperidge Farm, a subsidiary of The Campbell's Company. Goldfish was introduced by Pepperidge Farm in 1962 and has grown into one of the top-selling snack cracker brands in the United States.
Who makes Pepperidge Farm?
Pepperidge Farm is a wholly-owned subsidiary of The Campbell's Company. Campbell's acquired Pepperidge Farm from its founder Margaret Rudkin in 1961.
Where is Campbell's headquartered?
The Campbell's Company is headquartered in Camden, New Jersey, the same city where Joseph Campbell and Abraham Anderson founded the original company in 1869.
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What brands does Campbell's own in snacks?
Campbell's snack brands include Goldfish, Pepperidge Farm breads and cookies, Snyder's of Hanover pretzels, Cape Cod potato chips, Lance crackers, Late July organic snacks, Kettle Brand chips, and Snack Factory, all managed through its Snacks segment.
What is Campbell's annual revenue?
The Campbell's Company reported $10.3 billion in net sales for fiscal year 2025, a 6 percent increase driven by the Sovos Brands acquisition. FY2025 was a 53-week year. The company has lowered FY2026 guidance due to Snacks weakness and cost pressures.
Who is Campbell's CEO?
Mick Beekhuizen serves as CEO of The Campbell's Company. He has led the company through the Sovos Brands integration and the FY2026 strategic challenges in the Snacks segment.
- Founded:
- Headquarters:
- Company Type: Privately Held
Where Is Pace Made / Based?
- Headquarters: Camden, New Jersey, USA
Pace Categories & Tags
Pace Ownership: Pros & Cons
Advantages
- +Legacy salsa brand with strong shelf presence
- +Campbell's national distribution and marketing
- +Expanding queso and dip adjacency
Considerations
- -Fresh and refrigerated salsas stealing premium shoppers
- -Category increasingly commoditized by private label
- -Limited international footprint
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Frequently Asked Questions About Pace
Sources & Further Reading
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Competitors to Pace
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Hormel Foods | USA | 1917 | Mass market | United states | All Genders | |
| Hormel Foods | USA | 1914 | Mass market | United states | All Genders |
Learn More About Competitors
Food BeverageLa Victoria
Owned by Hormel Foods
One of America's oldest Mexican food brands, founded in Los Angeles in 1917 with the first jarred salsa in the US, now produced by MegaMex Foods, a Hormel and Herdez joint venture.
salsamexican-foodsauces
Food BeverageHerdez
Owned by Hormel Foods
Mexico's leading salsa and Mexican food brand, marketed in the United States through MegaMex Foods, the joint venture between Hormel Foods and Herdez del Fuerte.
mexican-foodsalsaguacamole
Competitive Analysis
Market Positioning: Pace competes with 2 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Pace
Looking for brands with different ownership structures? These similar brands are independently owned or have different parent companies, giving you alternative choices that support different corporate structures.
Food BeverageBaby Ruth
Owned by Ferrero
American chocolate candy bar with peanuts, caramel, and chocolate, founded in 1921 by Curtiss Candy Company and owned by Ferrero Group since January 2018.
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Baby Ruth is privately owned, unlike Pace which is under a publicly traded parent company.
Food BeverageCheez-It
Owned by Mars, Incorporated
American brand of cheese cracker snacks owned by Mars, Incorporated through its Kellanova subsidiary. Created in 1921 in Dayton, Ohio.
snackscrackerscheese
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Cheez-It is privately owned, unlike Pace which is under a publicly traded parent company.
Food BeverageJammie Dodgers
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British jam-filled biscuit brand created in 1960, owned by Burton's Biscuit Company, part of the Ferrero Group since 2020.
biscuitsjam-filledcookies
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Jammie Dodgers is privately owned, unlike Pace which is under a publicly traded parent company.
Food BeverageKeebler
Owned by Ferrero
American cookie brand founded in 1853 in Philadelphia, owned by Ferrero since the July 2019 acquisition of Kellogg's cookie business for $1.3 billion.
cookiessnacksbaked-goods
Privately Owned
Keebler is privately owned, unlike Pace which is under a publicly traded parent company.
Food BeverageM&M's
Owned by Mars, Incorporated
Candy-coated chocolate confections produced by Mars, Incorporated, one of the world's best-selling candy brands since 1941.
candychocolateconfectionery
Privately Owned
M&M's is privately owned, unlike Pace which is under a publicly traded parent company.
Food BeverageNutri-Grain
Owned by Mars, Incorporated
Kellogg-created breakfast bar and cereal brand dating to 1976, owned by Mars, Incorporated through Kellanova since December 2025.
breakfast-barscereal-barssnacks
Privately Owned
Nutri-Grain is privately owned, unlike Pace which is under a publicly traded parent company.
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