China: Barilla launches pasta range targeted at the Chinese market

Italian pasta company Barilla Group has announced the launch of its new “Pasta Pronto” brand, designed to meet the needs of Chinese consumers.

Through the new launch, Barilla intends to offer an authentic and convenient taste of Italy, the company said. Pasta Pronto is specifically aimed at busy modern Chinese consumers, allowing them to prepare a dish of Italian pasta in just 5 minutes.

Paolo Barilla, Deputy Chairman, Barilla Group said: “We’ve been looking at China for several years now and have accumulated a deeper understanding of Chinese consumers. As a family business with 137 years of history, we have been at the forefront of innovation in the industry. We’ll continue to develop and maintain our outstanding craftsmanship and excellent quality, never ceasing to bring new fantastic Italian tastes to Chinese consumers”.

The Pasta Pronto range includes four flavors: Creamy Cheese, Spicy Tomato, Creamy Mushroom, and Vegetable.

Source: Barilla