• by Sarah Mahoney  @mahoney_sarah, November 12, 2024

Barilla is debuting its first-ever holiday pasta shape, which the company hopes will build on the perception of pasta as the carb that binds.

Barilla Snowfall will be available exclusively in Walmart stores, and it is based on company research that finds 46% of home cooks are eager to experiment with new shapes.

It also addresses America’s ongoing scramble to balance the changing relationships with carbs and proteins while keeping meals affordable, with Barilla betting novelty is the best tactic to land in more grocery baskets. The company, which has been developing distinctive shapes since the 1960s, says fewer than 1% of pasta product launches are seasonal. And the company has already had a hit with Barilla Love, a heart-shaped macaroni launched for Valentine’s Day.

Each box of Snowfall contains a mix of three shapes: the traditional snowflake; a symbol of joy with poinsettia-inspired ridges; and love, with the heart at the center, paying homage to Barilla’s tagline, “A Sign of Love.” Boxes are marked with a tag for easy gifting.

“Pasta is a loved ingredient that so many people turn to, not only to make meals that foster togetherness with those that they love but also for the ability to feed so many people,” says Angie Cotter, U.S. pasta category marketing director. “The introduction of Barilla Snowfall is just another way we're delivering on that demand and providing joyful food with a wintery, fun twist.”

Based on Neilsen's data, “we wanted to answer consumer need for new shapes with the classic, traditional piece, that eating pasta can bring us all together in the joy of the season.”

She tells Marketing Daily that Barilla, an Italian company with U.S. headquarters in Northbrook, Illinois, is supporting the launch with advertising on social media and retail media networks.

Cotter tells Marketing Daily that noodles remain a key ingredient in American pantries throughout pasta ups and downs, including the recent focus on carb-cutting. “Pasta is cooked and enjoyed by everyone from beginners to seasoned chefs, thanks to its versatility, affordability and accessibility,” she says. “It's remained relevant for consumers, whether for a classic Italian meal or an international fusion dish.”

She says pasta also feeds an emotional need: “Our previous research found that 79% of consumers agree that pasta symbolizes sharing meals with others, and that further aligns with the idea that pasta is a sign of love.”