Barilla is the official partner of Formula 1 and has decided to transform this collaboration into a new product. We are talking about Racing Wheels, a short pasta format, launched in a special edition.
Racing Wheels take the classic wheel that was in fashion in the nineties (there is actually at least one brand that still produces it in Italy), reinterpreting it with ribbed edges and more defined internal spokes. According to Barilla, this structure improves cooking resistance and the ability to retain seasoning.
The recipe follows the enriched dry pasta standard typical of the American market, with added B vitamins and iron. These are the ingredients:
wheat semolina, durum wheat flour. vitamins/minerals: vitamin b3 (niacin), iron (ferrous sulphate), vitamin b1 (thiamine mononitrate), vitamin b2 (riboflavin), folic acid.
The product lends itself to classic condiments such as pesto and vegetables as well as cold pasta salads, and is also designed for scenographic use: on the table, especially with children or with those who follow F1 with passion, the format has an immediate visual impact.
The heart of the communication is the concept of Sunday as a collective moment. Barilla explains it like this in the official press release:
With this new format, we invite fans to transform race day into a time to get together, share a meal and experience the spirit of Italian Sunday.
On the occasion of the Miami Grand Prix on May 3, Barilla will set up two “Lasagna Bar” stations at the Crypto.com Miami Grand Prix, where the Racing Wheels will be served with Bolognese sauce and ricotta and spinach, a tribute to Italian tradition in the American context.
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Where to find Barilla Racing Wheels
Racing Wheels are distributed in the United States, available on Walmart.com and in a selection of American physical stores. The 454 gram package has a hybrid positioning, halfway between impulse purchase and collecting linked to the world of F1.
And in Italy? For now, Racing Wheels are not expected on European shelves. The launch is specifically designed for the American market, where Formula 1 has experienced notable growth in audiences in recent years and where Barilla is clearly investing to strengthen its positioning as a reference Italian brand.
