Pasta Vermicelles Panzani
The brand was started by Jean Panzani in Parthenay in 1950.
In the 1950s, he sold pasta in cellophane whereas other companies used cardboard.
From 1960 to 1964, it merged with La Lune and Régia Scaramelli.
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 Italian.