USA | Barilla has relaunched its Al Bronzo pasta line with a packaging redesign and two new shapes.
Made in Italy, Barilla Al Bronzo highlighted the brand’s 148-year heritage of Italian craftsmanship.
The brand has also partnered with tastemaker and entrepreneur, Brooklyn Peltz Beckham, to share his passion for Italian cuisine and culture, and to introduce American consumers to the art of Scarpetta, a beloved Italian gesture of savouring every last drop of sauce.
In Italy, food is a cultural expression deeply rooted in tradition and heritage, and pasta is a central ingredient in this culinary tradition.
Made using a traditional bronze-cut method, Barilla Al Bronzo pasta dough is micro-engraved for a unique porous surface that clings to sauce effortlessly. Crafted with sauce lovers in mind, Barilla Al Bronzo pasta makes the Scarpetta gesture achievable with pasta due to its superior texture, the hallmark of a premium pasta experience.
Brooklyn Peltz Beckham has brought his lifelong love of food and Italian culture to the partnership.
With an innate understanding of how pasta that perfectly clings to sauce can elevate every bite, he shone a light on the exceptional experience Al Bronzo brings to the table, also sharing two new recipes for pasta fans to create in the kitchen: Al Bronzo Mezzi Rigatoni with Tomato, Onion, Crispy Prosciutto and Spicy Sauce (featuring his Cloud23 hot sauce), and Al Bronzo Fusilloni with Creamy Veggie Sauce.
“Barilla and I share a love for Italy and for bringing people together over food. My passion for Italian cuisine comes from my childhood, whether it was family vacations or watching my dad cook pasta at home, food was always at the heart of those moments of togetherness. And my love for food continues today as I cook Bolognese with my wife at home,” said Beckham.
“That’s what’s so special about pasta, and what resonates so much to me about Barilla. It’s more than a meal; it’s a way to connect. Barilla’s rich heritage and commitment to quality are all about fostering that connection, and the way that Al Bronzo holds sauce perfectly brings back cherished memories and helps me create new ones with my own family."
Barilla has expanded the sauce-gripping Al Bronzo portfolio to include two new pasta cuts, Fusilloni and Orecchiette, joining its existing lineup of classic favourites Bucatini, Spaghetti, Mezzi Rigatoni, and Penne Rigate.
Consumer demand has driven this expansion, as Barilla's Nielsen research into new pasta cut additions revealed that 40.1 percent of US premium pasta lovers sought Orecchiette, while 44.8 percent looked for Fusilloni.
“The evolution of Al Bronzo reflects our commitment to innovation while honouring our Italian heritage. Crafted in and imported from Italy, Al Bronzo is the result of 148 years of deep expertise and a passion for authentic pasta-making,” said Angie Cotter, U.S. Pasta Category Marketing Director at Barilla.
“This next chapter in our Al Bronzo story goes beyond pasta; it’s a celebration of Scarpetta, the cherished Italian tradition of savouring every last drop of sauce, made even more satisfying by our bronze-cut pasta’s rich texture and ability to perfectly hold sauce.”
Completing the brand’s revitalisation, Al Bronzo now comes in a bag with a newly designed exterior that embodies the premium, luxurious texture and highlights its renowned sauce-gripping ability.
The updated, richer shade of red conveys the enduring passion between Barilla and pasta. At the same time, the front of the pack puts Al Bronzo’s key benefit, its exceptional ability to grip every sauce, at the forefront. A transparent window showcases the pasta inside, inviting consumers to see the artisanal quality and bronze-cut texture for themselves.
