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‘Fake’ carbonara sauce causes outrage in Italy
(edition.cnn.com)
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Even Wikipedia lists pancetta as an acceptable variant for carbonara.
If the definition is so important to Italy, they shouldn't be complaining to a supermarket, but should ensure the naming is protected, which unlike champagne or parmesan, does not seem to be the case for carbonara (probably because it's a style of dish and doesn't reference a place of origin).