Chef Boyardee Launched Now We're Cheffin Campaign
The brand has introduced a high-protein pasta line alongside a new national marketing effort.
Updated on Oct. 12, 2026 in Healthy Food
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Chef Boyardee has launched its new national marketing campaign titled Now We're Cheffin. This initiative accompanies the company's expansion into the dry-meals category and the debut of a new Protein Canned Pasta product line.
Why it matters
The campaign and product updates aim to ensure the nearly century-old brand maintains relevance for modern consumers. These moves come after Hometown Food Company acquired the brand in 2025.
The new Protein Canned Pasta line delivers 25 grams of protein per serving. This update follows Hometown Food Company's $600 million acquisition of the brand in 2025.
The players
Chef Boyardee
This food brand was founded by Hector Boiardi in 1928 and is known for its canned pasta products.
Hometown Food Company
This corporation acts as the parent organization for the brand following a $600 million acquisition in 2025.
NASCAR
This American auto racing sanctioning body entered a national partnership with the food brand in 2026.
Little Big Brands
This creative agency was responsible for the development of the new marketing campaign.
The details
Developed by Little Big Brands, the integrated campaign will run nationally across CTV, display, YouTube, social, and retailer media. The brand has also solidified its consumer visibility through a national partnership with NASCAR established in 2026.
Timeline
Chef Hector Boiardi founded the brand in 1928.
Hometown Food Company purchased the brand for $600 million in 2025.
The brand partnered with NASCAR and released new products in 2026.
Culture Shift
This product expansion follows a broader industry trend of reformulating legacy staples to meet modern consumer demand for higher protein content. It reflects a shift in how long-standing household brands adapt their portfolios to remain competitive against newer health-focused entrants.
Shoppers can expect to find the new protein-heavy pasta options appearing on grocery store shelves as part of the brand's national rollout. These changes may require consumers to adjust their grocery budgets to account for the price point of the new product line.
The takeaway
Consumers looking to increase their protein intake through pantry staples now have new options available from a legacy brand. When shopping, check product labels to ensure the protein content meets your specific nutritional goals.
Further reading
For more information on current nutrition trends, visit the Healthy Food section.
Source note: This article includes information reported by MediaPost.
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