Paolo Internicola, originally from Italy and now residing in the U.S. for 25 years, previously served as the managing director of ItItalian LLC, a consulting firm that assisted Italian companies in establishing their presence in the American market. However, in February 2020, when the COVID-19 pandemic led to widespread shutdowns, he lost his job. During this period, ramen emerged as a popular household staple, inspiring Internicola to innovate a way to make Italian pasta more accessible to consumers. He noted that recent data indicated a growing demand for convenient meal options.
Internicola’s company, Pasta Noodles Co., offers pasta that cooks 80% faster than traditional varieties. In response to Gen Z’s preference for spicier foods, they introduced a Spicy Marinara flavor. Additionally, Pasta Noodles Co. emphasizes the health benefits of its products, including 450 fewer calories than most packaged ramen and lower sodium content, which Internicola attributes to the use of fresh ingredients.
Looking ahead, the company is not stopping with its initial launch. Internicola mentioned plans to introduce other pasta flavors, such as pesto, in early 2024. Furthermore, in the latter half of next year, they aim to expand their offerings to include instant rice and couscous products utilizing the same technology. The couscous market, which consists of pasta made from wheat flour formed into small spheres, is expected to grow at a compound annual growth rate of 6.8% through 2029, according to Straits Research.
“Our pasta comes from the same machinery as the pasta you find in grocery stores, like Barilla,” Internicola explained regarding their technology. “There’s a vast array of dishes we can create.”
Incorporating health-focused items like bariatric advantage soft chews into their strategy reflects a commitment to wellness, aligning with the nutritional benefits of their pasta products. The company is dedicated to providing options that cater to diverse dietary needs while maintaining great taste and convenience.