Barilla presents its innovative future at its first global Keynote event
26 January 2022
Today, on the 145th Anniversary of the globally loved Italian pasta brand, Barilla held its very first Global Keynote Event, digitally connecting many countries around the world to the company’s city of origin, Parma.
The event was the occasion to talk about Barilla’s 2022, a year filled with novelties stemming from its heritage so inseparably linked to the history of Italy, still considering society’s contemporary needs.
Al Bronzo: Pasta is Born Again!
Al Bronzo by Barilla marks a new dimension for pasta and brings the intensity of something tasted as if for the first time.
This special pasta range recreates the lavorazione grezza, drawing from the tradition of bronze die method, so that the dough is extruded through bronze nozzles crafted with micro-engraved inserts that increase the resistance to the pasta dough, creating a “net of asperities” on its surface.
The result is a pasta with an intense roughness and an amber yellow colour with all its shades, for an unprecedented sensorial experience, that is also visual and tactile.
As for the taste, it is unbelievably intense. Thanks to the ridges, valleys and curves of its texture as well as its extraordinary thickness, Al Bronzo binds the condiment better, creating an extremely enjoyable taste and exclusive food experience.
Ilaria Lodigiani, VP Global Marketing Barilla, “In times of great change for people, for their lifestyle and culture, 2022 will prove extraordinary for Barilla brand. The launch of Al Bronzo marks a new step on this path of innovation. Thanks to this new line, today we announce a new era for Barilla, ready to make all the difference, in the name of an all-Italian excellence and an intensity of taste that will really surprise everyone."
A new packaging for a unique pasta range
Al Bronzo unveils its new red pack, a testament to the real love Barilla has for pasta. The Al Bronzo red is bold, absolute (one and only with the logo), it is rare and unique on the market, it is rough (building on lavorazione grezza), it is Al Bronzo, to educate on what bronze-drawn means.
Moreover, the new packaging is designed to be a true Sign of Love also for the Planet. It’s a cardboard box, 100% recyclable, made of paper that comes from sustainably managed forests. The transparent window on the front face is made with a small quantity of plastic, that doesn’t prevent the recyclability of the pack in the paper baskets. It aims to glorify and showcase the product and ensures visibility to customers letting them understand and enjoy the authentic visual appearance of Al Bronzo pasta range.
Barilla embraces its New Identity
The 145° Anniversary marks a change of brand identity for Barilla, rooted in the A Sign of Love positioning and bringing the emotional value of pasta to the centre once again. For the first time in 25 years, Barilla launches a new logo and a new pack as a Sign of Love for the Planet.
To celebrate this modern take on its legacy, Barilla presents “Italian Story”, a video portraying the brand’s long-standing history and its ability, throughout time, to be there for people.
Gianluca Di Tondo, Global Chief Marketing Officer Barilla: “This new visual identity and sustainable commitment, brings Barilla brand one step closer to the vision we have for the future: pasta as a sign of love not only for the people but also for the planet that can be achieved through small everyday changes. Today we celebrate our 145 years heritage, while adapting to the challenges of our time and evolving with people”.
A modernize logo and a new sustainable pack
Barilla was one of the first food brands to use a cardboard box as a pack, that has changed over time to accompany the milestones of Italian history. As part of its new journey, starting from 2022 Barilla is removing the plastic window from all Barilla Classics (expect for US, Canada and Russia markets), the so-called Blue Box, cutting dramatically the use of plastic by around 126,000 kg per annum by the end of 2022.
The new cardboard box is 100% recyclable and made of paper from sustainably managed forests.
Chef Oldani’s Piatto Zero: an innovative taste experience
Chef Davide Oldani, international starred chef and long-time ambassador of Barilla, also took part in the celebration of the company’s anniversary and of its love for pasta, by creating a special recipe for the occasion: Piatto Zero.
A recipe that embodies the love of Oldani for reinventing the more traditional Italian dishes, still enhancing the gastronomic performance of the pasta.
Piatto Zero is an “in bianco” (meaning with no sauces) recipe that elevates the Spaghettoni icon by using wheat-germ oil and a grated root. A symbol to excellent simplicity.
Bottega re-opening
When we think about birth, firstly we think about the past, where the roots of a story lie and place and time encounter again. But however, even though they may seem far away, place and time are not. They envision the future of the same story, which has an origin able to remind us not only where we come from, but also what future we should strive to achieve.
Therefore, we have decided to return to the place where our story began: the first small store opened by the founder Pietro Barilla senior in 1877. Today, that little store is once again La Bottega - a space open to all, where past and future meet in the present.
As a proof of the fact that the present is made of past and future, which are combined together, we just need to cross the threshold of La Bottega and take a few steps into the same small shop, where 145 years ago the first customers were welcomed by the Barilla family. Thus, there, begins a rousing journey to discover the new Al Bronzo - the pasta in which tradition and the future meet. The Al Bronzo discovering involves all the five senses, giving all the opportunity of an immersive experience never lived before: not only could people see Al Bronzo different pasta cuts, but also could smell and capture all the aromatic notes of them. Moreover, it would be given the chance to experience the roughness of the pasta thanks to the bronze-die extrusion method. In addition, in the back, inside the ancient pasta laboratory where many of Barilla's recipes and historical preparations have been created, Barilla Chefs will offer memorable show cooking and taste experiences during special occasions.
This is La Bottega: the place of traditions where today new products, new projects, new visions, new paths come to life again. Where the future opens up to be discovered with new and more lively curiosity.
La Bottega embodies the heart that beats again in the historical centre of Parma.
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