Barilla to debut gluten-free pasta this fall
by Eric Schroeder
BANNOCKBURN, ILL. — Barilla Group plans to combine non-bioengineered corn and rice to create a new line of gluten-free pasta that will debut in select markets later this year before a national roll-out set for 2014.
The pasta, Barilla Gluten Free Pasta, will be made in a dedicated gluten-free facility in Italy and will be available in four varieties: spaghetti, penne, rotini and elbows. Each 12-oz box will have a suggested retail price of $2.39.
“Barilla has a rich heritage of delivering quality, trusted products, and we are committed to making sure everyone can enjoy delicious pasta,” said Claudio Colzani, chief executive officer. “We felt it was important to invest in developing a pasta line for the ever-increasing number of people who are adopting gluten-free lifestyles, ensuring that it delivers the taste and texture pasta lovers expect from Barilla.”
Barilla said the introduction of the gluten-free pasta is “a strategic addition to the Barilla pasta portfolio and to the pasta category overall.”
“Many consumers who are making the choice to purchase gluten-free products avoid pasta due to negative taste perceptions, high prices and limited availability,” the company said.
Barilla operates 41 production sites (13 in Italy and 28 outside Italy) and exports to more than 100 countries.