Barilla, the world’s leading pasta brand, recently made its first leap to the microwavable aisle with its tasty launch—Barilla Microwaveable Meals. From the cabinet to the microwave to the table, the new single serving meals bring a little piece of Italy right to the home in just 60 seconds.
The portable 320 calorie meals are available in five varieties including Mezze Penne with Traditional Marinara Sauce, Mezze Penne with Tomato & Basil Sauce, Mezze Penne with Spicy Marinara Sauce, and in two whole grain options including Whole Grain Fusilli with Vegetable Marinara Sauce and Whole Grain Mezze Penne with Tomato & Basil Sauce (and for those of you pasta lovers, that’s five different pasta dishes for five work days, but who’s counting?)
Barilla’s new creation was developed with the busy on-the-go professional in mind.
“[The meals] are shelf stable so you can throw them into your bag on your way out the door, or keep a supply in your desk drawer,” said Giannella Alvarez, president of Barilla America in a press release.
With the April 5th product announcement on the brand’s Facebook page, Barilla invited the first 1,000 users to register for a free sample of the microwaveable meals to be sent to their home. The samples were gone almost as soon as the offer was posted. Social media engagement didn’t stop there for the new all-natural meals; Twitter followers were encouraged to use the hashtag #BarillaIn60 to share their thoughts on the new product.
Barilla is no amateur when it comes to product launching. The top pasta brand invited editors from some of the most well-known New York City publications to test the new microwaveable meals, and captured the entire event on video—which they of course included on their YouTube channel.
Effective campaign initiatives aside, what makes these microwavable meals so different from the rest? For starters: simplicity. The meals are shelf stable and packed with quality ingredients minus the preservatives, not to mention they’re incredibly convenient. It’s easy products like this that consumers have come to expect, and as long as Barilla keeps launching them, they’ll keep holding onto that #1 spot.