Barilla puts a racing spin on pasta with F1-inspired edition

With the Formula 1 Singapore Grand Prix just weeks away, Barilla is bringing the excitement of the track to the dinner table with a new limited-edition pasta inspired by the wheels of Formula 1 cars.

The "Barilla Gran Ruote racing edition" is the first in a series of special editions created under the brand's partnership with Formula 1, bringing together the worlds of Italian food and motorsport.

Made in Italy with 100% high-quality durum wheat, the 500g pasta features a ridged, wheel-like shape designed to deliver a firm al dente bite and pair with a variety of sauces.

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The launch also builds on Barilla's "Domenica Italiana" platform, which celebrates the Italian tradition of gathering around food. Through the racing edition, the brand is positioning race day as an opportunity for fans, families and friends to gather over a meal.

The wheel-shaped design is intended to represent connection and motion, while linking the excitement of a Grand Prix with Barilla's focus on shared meals.

“Barilla Gran Ruote Racing Edition pasta brings together two worlds that Barilla and Formula 1 are passionate about – the excitement of racing and the joy of sharing good food,” said Melissa Chin, head of categories and marketing, Barilla South & Southeast Asia.

“As the Official Pasta Partner of Formula 1, we created this special edition pasta to celebrate the values that unite our brands: passion, precision and togetherness. Inspired by the spirit of Domenica Italiana, 'Barilla Gran Ruote racing edition' pasta invites families, friends and fans to turn every race day into a meaningful occasion to gather, connect and enjoy good food together.”

The product launch comes several months after Barilla joined Formula 1 as an official partner in a multi-year deal, giving the pasta maker a presence both on and off the track.

The partnership was positioned around the shared appeal of sport and food, with both brands seeking to connect fans through the tradition of sharing a meal.

Barilla marked the partnership's launch with a series of social media activations. One showed Formula 1 drivers seated around an oval-shaped table inspired by the pasta maker's logo, eating pasta and talking among themselves.

At the time, Stefano Domenicali, president and CEO of Formula 1, said the partnership brought together two brands with shared values around “excellence, authenticity and the pleasure of living extraordinary moments together”.

“We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1,” he added.

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