The gluten-free industry is expected to reach $8 billion in 2013 as more people begin to adopt a gluten-free lifestyle. Pasta is one of the foods that is missed most amongst people who are living gluten-free, and yet the options for enjoying a gluten-free pasta meal fall short, with limited brands and varieties available on store shelves. Now, Barilla, one of the world’s leader in pasta production, is stepping in.
For more than 135 years, Barilla has been committed to making authentic, high-quality pasta for everyone to enjoy. The goal in producing the new Gluten Free pasta line is to offer convenient, versatile and tasty solutions for anyone living a gluten-free lifestyle, ensuring it is readily available at the local grocery store and easy to find, company officials say.
“Barilla has a rich heritage of delivering quality, trusted products, and we are committed to making sure everyone can enjoy delicious pasta,” says Claudio Colzani, chief executive officer of the Barilla Group. “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 Gluten Free Pasta is produced in a facility in Italy that is dedicated to gluten-free and is made with a combination of non-GMO corn and rice. There are four varieties in the Gluten Free Pasta line – Spaghetti, Penne, Rotini and Elbows – which will be sold in 12-ounce boxes for $2.39. All four varieties will become available in select retail stores beginning in September 2013, with full national availability in early 2014.
Gluten Free 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.