San Carlo Più Gusto Vivace (Pao)

Più Gusto Vivace (often referred to locally in various markets or stylistics as Pao versions) is a flagship line of flavored potato chips from the renowned Italian brand San Carlo. Known for its iconic red packaging and intense spicy paprika flavoring, the product represents a staple of Italian snack culture, blending high-quality potatoes with signature Mediterranean seasoning.

San Carlo was founded in Milan in 1936 by Francesco Vitaloni and remains a symbol of Italian entrepreneurial success. The brand has maintained its identity for nearly a century through family leadership, consistently expanding its product range from a small rotisserie into a dominant international snack food leader. Manufacturing is primarily concentrated in Italy to ensure quality control and adherence to traditional recipes.

The brand is currently owned by San Carlo Gruppo Alimentare S.p.A., which continues to be headquartered in Milan. As of 2025 and beyond, the company remains a family-owned Italian powerhouse, resisting acquisition by larger multinational conglomerates to maintain its 'Made in Italy' heritage. All production and distribution strategies are managed directly by the parent group and its dedicated local subsidiaries.