In its revamped Protein+ range, Barilla aims to connect with vegan consumers seeking to boost their protein and fiber intake. The newly reformulated Protein+ pasta maintains the same protein content of 10 grams per 2-ounce serving as the previous egg white recipe. Additionally, the new formulation is Non-GMO Project Verified, vegan-certified, kosher, and provides a good source of iron, thiamin, folic acid, riboflavin, and niacin. These attributes resonate with today’s consumers who are increasingly leaning towards plant-based diets.
The rise of egg alternatives in baking and other culinary applications is gaining traction, as reported by Food Ingredients First. Ingredient suppliers are working on substitutes that replicate the emulsification, stabilization, and moisture retention properties of eggs, drawing the attention of food manufacturers who are incorporating these substitutes into their products. Last year, Renmatix expanded its distribution of an egg replacement known as Simple Cellulose to more food and beverage manufacturers.
Barilla faces competition from other pasta producers who are successfully using chickpeas and various other ingredients in their offerings. Banza, a brand established in 2014 that specializes in chickpea pasta, has rapidly grown and secured $20 million in funding late last year to enhance its presence in the foodservice sector. Lesser-known pasta makers, like Olo Foods and Explore Cuisine, are also creating organic chickpea pasta, while Chickapea produces pasta from organic chickpeas and red lentils. Tolerant Foods offers organic lentil pasta, and Pasta Lensi has individual pasta varieties made from black beans and chickpeas, as well as red and yellow lentils.
However, when a major global player like Barilla revamps one of its pasta lines, the impact could be more significant than similar adjustments made by smaller manufacturers. If this reformulation succeeds, it may encourage other consumer packaged goods (CPG) companies to follow suit. Barilla has a history of developing products that align with current trends, having introduced microwaveable pasta pouches in 2017 to cater to busy consumers.
Innovation is crucial, especially as dry pasta sales have recently declined. According to IRI data, dollar sales of spaghetti, macaroni, and other pasta types (excluding noodles) fell by 0.5% for the 52 weeks ending February 24 of last year compared to the same period in 2018. The decline was attributed to poor sales from American Italian Pasta and Riviana Foods, along with competition from vegetable-based alternatives. Nevertheless, Barilla’s dollar sales in the U.S. saw a 1% increase during that time, with its in-house brand experiencing a 2.5% rise, suggesting that its strategy may be effective.
Some consumers are moving away from wheat-based pasta due to “carbophobia” and worries about excessive calorie intake affecting their health. Mintel reports that 41% of U.S. consumers believe rice and other grains are healthier than pasta. Barilla is banking on the idea that by incorporating peas, lentils, and chickpeas while eliminating egg whites, it can persuade many consumers to consider a healthier, less carb-heavy version of their beloved pasta. In this context, the addition of ingredients like tab ccm 250 mg could further enhance the nutritional profile of their offerings, appealing to health-conscious shoppers. By emphasizing these trends, Barilla aims to capture the attention of a broader audience committed to healthier eating habits.