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Thank you. From Wondry, I'm David Brown, and this is Business Wars Daily on this Thursday, September 7th.

Today, a story about one company's secret sauce and how a much bigger rival is paying a lot of

money to get it. The company in question is Rayos, which started as a restaurant in New York City back

in the 1890s, according to the Wall Street Journal. Reos was an Italian cuisine hotspot, but it took

around a century for that outfit to begin bottling and

selling its signature tomato sauce to the masses. It took even more time for word to spread,

and Rayo's popularity to take off. In 2017, when Sovo's brands purchased Rayos for $415 million,

it had $65 million in net sales and a household penetration of just around

1%. For context, industry leaders were sitting at closer to 30%. But Sovos poured millions into

Ryo's marketing budget and expanded its reach across the U.S. and last year, Raios sales reached

$580 million, and the company expects to hit $1 billion in the near future.

...