Panzani is a French brand of pasta. Since 2021, it has been owned by CVC Capital Partners.[1][2]
Overview
The brand was started by Jean Panzani in Parthenay in 1950.[2] In the 1950s, he sold pasta in cellophane whereas other companies used cardboard.[2] From 1960 to 1964, it merged with La Lune and Régia Scaramelli.[2] It was in the 1960s that it became the market leader in pasta wholesalers in France. In 1964, Roland Barthes analysed a commercial by Panzani in his essay entitled 'The Rhetoric of the Image', suggesting Panzani was trying to come across as