BARILLA PROTEIN+ COMBINES THE CLASSIC PASTA FLAVOUR WITH ADDED PROTEIN. FOR EVERYONE WHO GOES THROUGH LIFE ACTIVELY AND LOVES PASTA.
Balancing work, family, friends and leisure time in everyday life is a daily balancing act. More and more people are paying attention to a balanced diet with a higher protein content.1 Despite an increased focus on a conscious diet, taste remains a decisive factor for most consumers - as does quick and easy preparation.2With Protein+ Pasta, Barilla is launching a new product that meets modern eating habits - made from 100% plant-based protein and with the authentic Barilla pasta flavour that consumers love.
The new Barilla Protein+ Pasta combines protein with the popular flavour and texture, including the "al dente" experience of classic Barilla pasta. This is made possible by a recipe made from high-quality durum wheat semolina and pea protein - without any animal ingredients. Barilla Protein+ in the three popular varieties of spaghetti, penne rigate and fusilli thus offers a solution for all those who want to live consciously and watch their diet - without compromising on enjoyment. The plus: one portion of Barilla Protein+ pasta (100 g, uncooked) provides 20 g of plant-based protein.
The desire for a protein-rich diet is increasing: Recent surveys show that Germans are paying more attention to a higher protein content when shopping and in their diet - this trend is particularly significant among young, active consumers.1 Plant-based protein sources are becoming particularly important as many consumers are looking for alternatives that they can incorporate into their active everyday lives and that fit in with any diet.2 Barilla Protein+ offers an answer to this trend that is suitable for everyday use.
With Protein+, Barilla is consistently expanding its range with a focus on a modern, balanced diet and remains true to its mission: to connect people through good food and bring joie de vivre to the table.
A high-reach campaign with around 100 million targeted contact points (digital/social/POS) is planned for the market launch of the new Barilla Protein+ pasta.
Sources:
1Trend studyStatista Global Consumer Survey, 2023: "Food & Nutrition in Germany" |
2BMEL Nutrition Report2024: "Germany as it eats"