It's no longer just about flavor or tradition, but also about nutrition and adaptability. Along the way, there are brands that set trends without losing their essence.
Barilla has been an icon of Italian food for decades. Many recognize the brand by its legendary Blue Box, filled with classic shapes, but 2024 and 2025 are showing that Barilla doesn't want to stay stuck in the past.
A well-known line that surprises again
Protein+, one of Barilla's most popular ranges, is celebrating its 20th anniversary, and in 2024 it was relaunched with a renewed design and new shapes. Among them, the cellentani shape was added, the first new one in almost two decades. This line stands out for its protein content and is made with golden wheat, lentils, chickpeas, and peas.
It's designed for those who seek an extra boost of energy in every dish. It offers up to eight varieties like penne, farfalle, or spaghetti, but this year an important new addition has arrived. It's a large shape with history: rigatoni.
Barilla introduces its Protein+ rigatoni
The Protein+ rigatoni is tubular and ridged, ideal for holding thick sauces, and this shape, originally from Rome, now becomes an option rich in fiber and protein. It contains 17 grams per serving, perfect for diets focused on performance. The new version complements the existing ones: Classic Blue Box and Al Bronzo, but this one, unlike the others, is made with functional ingredients.
The goal is to win over both athletes and those seeking a balanced diet. In fact, athletes like Coco Gauff and Shawn Johnson East already include it in their diets. It's no surprise, because it adapts well to hearty recipes like rigatoni with spicy sausage or meat sauces.
Barilla's strategy isn't just to change the box or protein, it's to modernize its image without losing its essence and, in a competitive market like the U.S., it can make a difference. The new pasta is already available in the North American country and everything suggests that it'll be one of the brand's major bets this year for the Italian company. Because when tradition, innovation, and functionality are combined, the result is usually successful and Barilla knows it.