Barilla launches China market-specific pasta

by Eric Schroeder
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PARMA, ITALY — Barilla, the world’s largest pasta maker, is taking aim at the Chinese market with the launch of Pasta Pronto. The Parma-based company recently introduced the product to more than 1,000 supermarkets and 750 convenience stores in China.

“Pasta Pronto is aimed at delivering great tasting, authentic, convenient Italian food to the modern, busy Chinese consumer,” Barilla said. “It is a delicious plate of pasta ready in only 5 minutes that can be prepared in any Chinese kitchen.”

The new product, which was launched officially on Nov. 25, has been designed as a pasta meal that may be prepared in a wok, without using pots and drainers. Pasta Pronto is available in four flavors: creamy cheese, spicy tomato, creamy mushroom and vegetables.
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