A New Position for Pasta
Pasta has been facing a two-fold problem in recent years. For some shoppers, there was a growing perception that pasta was an unhealthy food, filled with the glutens and carbohydrates they were trying to avoid.
For others, it was less about health trends and more about indifference. “Pasta was pasta,” and awareness of the unique options and how they’d be best used was lacking. Little stood out in the sea of boxes on shelves, resulting in minimal exploration and discovery.
In either case, all-time low levels of category engagement were revealed in flat growth and declining sales.
Barilla, America’s #1 pasta brand, was determined to reverse this trend, starting in the pasta aisle itself. Wild Blue was called in for help.