Troy Bonde and Winston Alfieri: Saucing Up the Center Store
How do you get the kids to care about pasta sauce? Troy Bonde and Winston Alfieri, the Gen Z co-founders of Sauz, appear to have cracked the code. In a generally sleepy category dominated by legacy players with homebody branding, Bonde and Alfieri have positioned Sauz as a next-generation competitor through flashy iconography and a better-for-you, flavor-forward approach to innovation. That strategy has helped Sauz punch well above its weight, attracting investment from CAVU Consumer Partners and building momentum as one of the category’s most closely watched challengers. Last year, Bonde told Nosh, “We’re not a household name…yet.” If the pair continues convincing younger shoppers that pasta sauce deserves the same cultural cachet as energy drinks or hot sauce, Sauz is certainly on the road to national recognition.