Why eat pasta every day? Pasta as a way to better eating habits Ing. Renzo Rizzo, Pasta Meal Global R&D Director Barilla G. e R. F.lli. S.p.A
Pasta with tomato-olive oil, parmigiano, and glass of red wine One small hamburger, medium fries and Coke 872 Kcal 224 g + 330 ml 444 Kcal 240 g (1:1) + 125 ml How do they get full?
There is pasta and pasta 445 410 Expressed as same volume portion: 1 cup cooked 340 200 180 170 100
Eat better: a simple model Low calory density GOOD FOOD Low nutrients density High nurients density JUNK FOOD High calory density
What characterizes a good “everyday” product? • Satiating • Nutritious • Pleasurable • Simple • Accessible • Desireable
Low glycemic index GLUCOSE 100 Potatoes (93) White Bread (70) Whole wheat Bread (69) Oat, Bread and Porridge (65) Basmati Rice (58) Whole grain Rice (55) Pumpernickel, whole grain (51) All BranTM (51) Orange, apple and pear (38-44) PASTA (40) Lentils (30) Barley, coarse kernel bread (27) Cherry (22) Dried Chickpeas (10) GI database: www.glycemicindex.com University of Sidney
What obstacles to everyday use? • “Makes you fat” • “It’s empty calories” • “Needs work to be turned into a meal” • Low novelty, innovation vs. bread, cereals! These are the obstacles we need to remove in order to promote the use of pasta everyday: for one, we need to teach people how to eat pasta (low cal, nutrients, variety)
Can we improve on pasta itself? Low calory density PASTA Low nutrients density High nurients density JUNK FOOD High calory density
Barilla PLUS “The pasta has a remarkable resemblance and taste to regular pasta, so much so that I was able to use my own secret barometer – my teenage son – to measure the taste. He didn’t have a clue that I hadn’t used a ‘regular’ pasta and ate heartily…..Barilla’s new line is a winner.” - Chicago Sun-Times, June 8, 2005“Not your average bowl of noodles, this new multigrain pasta offers more than just a good dose of carbs”- Runners World, June 2005“They’ve wedged in 10g protein and 4 g fiber by using bean flour instead of wheat, but you’ll never notice the difference. Promise.” - Men’s Health, June 2005-07-28“…it has a great nutty flavor that we love.” - Parents Magazine, May 2005“This is one multigrain pasta you won’t have to trick yourself into eating….Did we mention that it tastes pretty darn good, too?” - Health Magazine, May 2005 “A 2-oz. serving provides 1 g of fat, 10 g of protein, 4 g of fiber and only 200 calories … The familiar comfort meal for the family can now be easily transformed into a meal providing significant health benefits. And nobody needs to know” – Food Processing, August 2005
Barilla PLUS • Excellent reception from nutritionists community • Over 2.5% value share of US national market in 8 months • Positive consumer feedback and buzz • Competitive copies?
Summation • Pasta is the best grain staple food • We must communicate the benefits of pasta, relentlessly • We must help people turn pasta into a meal • We have opportunities to make pasta even better