Alison Roman’s tomato sauce costs $12.99 a jar—and it keeps selling out
The cookbook author built a cult following one recipe at a time. Now she’s putting her name on tomato sauce she hopes will get more people cooking.
Alison Roman, renowned for her bestselling cookbooks and viral recipes, has entered the food market with her own tomato sauce, priced at $12.99 per jar. This premium-priced sauce echoes Roman’s signature flavors like fennel and shallot-anchovy, marketed to her loyal audience of readers who are familiar with her culinary expertise.
Roman’s tomato sauce is being sold in independent stores nationwide, tapping into the growing trend of consumers willing to pay a premium for quality. The sauce is being sold through Faire, a wholesale partner with $750 million in annual revenue and plans for an IPO. Roman’s decision to price her sauce higher than other brands like Rao’s is intentional, aiming to emphasize the superior quality and unique taste of her brand.
She acknowledges that the higher price may deter some, but she believes in the unique value proposition of her product. Roman’s sauce, relaunched as Roman’s, has been a hit, selling out within 24 hours of its relaunch. Roman plans to open a second store next month and is optimistic about scaling the business by leveraging her brand’s reputation and the growing demand for high-quality cooking sauces.
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