Prego Farmer's Market Sauces Picked at the Peak of Ripeness

Hoping to appeal to the millennial consumer who seeks out fresh, local foods, Campbell Soup Co. is growing its jarred pasta sauce business with Prego Farmers’ Market Sauces. The jars carry the tagline of “picked at peak,” suggesting they are made with ingredients you would find at your local farmer’s market -- such as vine-ripened tomatoes, garlic and basil — all picked at the peak of freshness. Varieties are Classic Marinara, Roasted Garlic and Tomato Basil. To reinforce the simplicity and home-style recipe, the sauces come in mason-like glass jars. Recipe descriptions are communicated through cursive writing on package labels. The 23.5-oz. jars sell for about $3.49.

Earlier this year, the brand updated the look of its restaurant-inspired premium sauces, another effort to keep millennials shopping the center of the store. Labels use quality graphics to emphasize the premium ingredients, such as a slice of crispy bacon, a glass of aged wine and freshly grated imported cheese. The sauces come in eight varieties, all designed to appeal to adventurous taste buds: Creamy Vodka, Bacon & Provolone, Florentine Spinach & Cheese, Fontina & Asiago, Merlot Marinara, Pesto Marinara, Spicy Red Pepper and Spicy Sausage.

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