Barilla® Celebrates The Season of Love With Limited-Edition “Love” Pasta Launch

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Published Jan 15, 2025  •  3 minute read

Barilla Love Pasta Business Wire

The long-awaited heart shaped pasta is now available in Canada for a limited time

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TORONTO — Just in time for the lead up to Valentine’s Day, Barilla Canada is thrilled to announce the limited-edition rollout of Barilla Love Pasta. The carefully crafted, heart shaped pasta celebrates love in all its forms, providing Canadians with the perfect way to share meaningful moments around the table with the people that matter most.

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This launch is Barilla Canada’s answer to the overwhelmingly positive response to the limited promotion in the U.S. the past two years. Many Canadians pleaded with the brand to make the special pasta available north of the border upon learning about the U.S. promotion. The national retail launch also builds on Barilla Canada’s 2024 Love Pasta sweepstakes, where Canadians vied to win their own box through a digital contest. Answering the call from consumers, Barilla Canada is excited to, for the first time, offer Love Pasta at grocery retailers from coast to coast. Starting mid-January while supplies last, Barilla Love Pasta will be available at Walmart, IGA, Metro Quebec, Save-On-Foods, Giant Tiger and Federated Co-op. The heart shaped pasta can be found in special displays throughout grocery stores near the pasta aisle, by the cashier or in the seasonal sections, as well as online.

“We listened to our fans and after the overwhelmingly positive response to our Barilla Love campaign last year, we knew we had to go bigger and better and bring this unique pasta shape to Canadians, in store and online,” said Naila Bassin, Associate Director of Marketing of Barilla Canada. “Unique pasta shapes are increasingly important to Canadian consumers, and in a pasta market with no seasonal product launches, we saw an opportunity to meet consumer demand for novelty limited-edition items. Our heart shaped pasta is the perfect way to level up mealtime this Valentine’s season, while also helping to create new memories with loved ones over a delicious plate of perfectly al dente Barilla pasta.”

Crafted with care and backed by over 145 years of Italian pasta-making expertise, Barilla Love Pasta is made with high-quality, non-GMO ingredients. This ensures the al dente texture Canadians have come to expect from Barilla. Its charming heart shape offers ridges that are expertly crafted to cling to sauces, creating dishes that are as flavourful as they are beautiful.

With limited quantities of Barilla Love Pasta available, Canadians are encouraged to pick up their box today to bring a little extra love to their tables this season. Consumers can also request their local grocery stores to carry Barilla Love Pasta as additional inventory may be brought in while supplies last.

Whether planning a romantic dinner, lively family gathering, or simply looking to brighten a friend’s day, Barilla Love Pasta helps turn any meal into an expression of care and connection. To learn more about the launch and for recipe inspiration, visit: Barilla.ca.

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About the Barilla Group

Barilla is a family business, not listed on the Stock Exchange, chaired by the brothers Guido, Luca and Paolo Barilla. It was founded by their great-grandfather Pietro Barilla, who opened a bakery in Parma in 1877. Today, Barilla is renowned in Italy and around the world for the quality of its food products. With its brands – Barilla, Mulino Bianco, Pan di Stelle, Gran Cereale, Harrys, Pavesi, Wasa, Filiz, Yemina, Misko, Voiello, Academia Barilla, First, Catelli, Lancia, Splendor, Back To Nature and Pasta Evangelists – it advocates tasty, hearty and wholesome nutrition, inspired by the Mediterranean Diet and the Italian lifestyle. When Pietro opened his shop over 145 years ago, the main aim was to make good food. That principle has now become the Barilla way of doing business, with almost 9,000 people working for the company and a supply chain that shares its values and passion for quality. The Group’s commitment is to offer people the joy that good, well-made food can bring them, produced with selected ingredients favouring those from responsible supply chains, to contribute to a better present and future. Since 1987, a historical archive has been collecting and preserving the company’s over 145-year history, now a resource open to all via the portal-museum www.archiviostoricobarilla.com. For further information, visit: www.barillagroup.com; Twitter: @barillagroup; LinkedIn: Barilla Group; Instagram: @barillapeople.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250115559393/en/

Contacts

Avery Tarek-Kaminker, Zeno Group Canada
[email protected], 647-213-4212

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