New campaign builds on a year of product innovation and renewed investment as Chef Boyardee expands its relevance for how America eats today
CHICAGO, Sept. 15, 2026 /PRNewswire/ -- Chef Boyardee®, the iconic food brand that has been feeding American families for nearly a century, today announced the launch of a new national brand campaign, marking the latest step in a year of significant innovation and investment.
Since joining Hometown Food Company in 2025, Chef Boyardee has moved quickly to build on its deep brand equity while expanding what the brand can offer today's consumer. In 2026, Chef Boyardee returned to the national stage through a major NASCAR partnership, entered the dry meals category with Chef Boyardee Skillet Meals, and introduced Protein Canned Pasta with at least 25 grams of protein per can.
Together, these moves reflect a broader vision for the brand: to build on nearly a century of Italian heritage, trust and familiarity to make Chef Boyardee a stronger solution for the way America eats today.
The new "NOW WE'RE CHEFFIN'" campaign showcases Chef Boyardee's new innovations and how they deliver delicious, convenient and protein-packed food to consumers. The integrated campaign will begin rolling out nationally in September across CTV, display, social and retailer media.
The campaign also signals Hometown Food Company's continued investment in Chef Boyardee and the growth opportunity it sees in pairing the scale and recognition of an iconic American brand with a broader, more modern portfolio.
"We see tremendous runway for Chef Boyardee," said Dan Anglemyer, COO & CMO at Hometown Food Company. "Few brands have this level of awareness, trust and history. By pairing those strengths with innovation and continued investment, we believe Chef Boyardee is well positioned for its next era of growth."
Founded in 1928 by Italian immigrant and chef Hector Boiardi, Chef Boyardee was built on a simple idea: making satisfying, Italian-inspired food easier to enjoy at home. Nearly 100 years later, the brand is evolving that promise for a new generation of consumers – and "NOW WE'RE CHEFFIN'" puts that next chapter on a national stage.
Watch HERE: https://www.youtube.com/@RealChefBoyardee
About Chef Boyardee
Chef Boyardee® is a classic American food brand rooted in Italian culinary tradition. Founded in 1928 by Chef Hector Boiardi, the brand has become a household staple, bringing convenient, satisfying pasta meals to families for nearly a century. Today, Chef Boyardee is building on that legacy with an expanding portfolio of meal solutions designed for modern households, including its iconic canned pastas, Protein Canned Pasta and Chef Boyardee Skillet Meals. The Chef Boyardee plant in Milton, Pennsylvania, remains the heart of its production and heritage.
About Hometown Food Company
Hometown Food Company, based in Chicago, IL, was formed by Brynwood Partners in August 2018. The portfolio includes the exclusive U.S. rights to the iconic Pillsbury™ brand's shelf-stable baking products, including Funfetti®, along with Hungry Jack®, Birch Benders®, Arrowhead Mills®, White Lily®, Jim Dandy®, De Wafelbakkers®, Martha White® and Chef Boyardee® brands.
About Brynwood Partners
Based in Greenwich, CT, Brynwood Partners, is an operationally-focused private equity firm that has been making control investments in North American-based lower middle market companies since 1984. The firm targets non-core brands and companies operating in the consumer sector. Brynwood Partners currently manages more than $1.3 billion in assets for its limited partners, which include U.S. and international pension funds, fund-of-funds, endowments, foundations, high net worth family investment offices and financial institutions. For more information, please visit www.brynwoodpartners.com.
SOURCE Hometown Food Company
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