Barilla's Gluten Free Fusilli

New Barilla Gluten-free pasta varieties take aim at free-from market as 27% of Brits go gluten-free

April 28, 2017, 1:30 pm

Italian pasta brand Barilla moves into the free-from pasta category with the launch of three new gluten-free pasta into UK stores and online from Amazon and Ocado this month. The pasta is available in classic Penne Rigate, Spaghetti and Fusilli varieties.

The launch represents Barilla’s first foray into the UK free-from pasta market. Italy’s number one pasta brand, celebrating its 140th birthday in 2017, saw 156% volume uplift in 2016 and are now taking aim at the growing gluten-free category. The varieties will be stocked nationwide in SPAR and Ocado, priced at £2.50.

The launch comes as increasing numbers of UK consumers look to reduce their gluten intake, with Nielsen figures showing* that 27% of shoppers now look to free-from products on a regular basis.

Barilla Gluten Free pasta is made using a unique mix of ingredients and tailored cut design to guarantee perfect “al dente” taste familiar in traditional pasta.

Barilla's Gluten Free Penne Rigate
Barilla’s Gluten Free Penne Rigate

The launch of the pasta compliments Barilla’s existing range of sauces, all of which are gluten-free. 2016 saw Barilla embark on a large-scale consumer sampling campaign across the UK, with more support for the full range planned in 2017.

Barilla’s UK brand manager Irene Ippolito comments: “We are delighted to launch our gluten-free pasta offering to UK consumers. These products are perfect for both coeliacs and those simply looking to reduce their gluten intake, without losing out on favourites such as Spaghetti or Penne Rigate. At Barilla we have 140 years of experience in producing traditional pasta, all of which has been applied to these brand new products to ensure the new varieties offer as authentic an Italian pasta experience as possible.”

*Nielsen data, December 2016



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