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Brand Italy – Barilla

Happy June!
Last week was a crazy week! I helped my brother move out of his house and into his new house, so there was plenty of catching up to do on the work front when I got back, which is why I haven’t posted much.

Last night we had some friends over for dinner and when I opened a box of Barilla thin spaghetti, I was surprised to find this.


Did someone forget to do something here or are we looking at a new cut of pasta?


Barilla as a brand has managed to rise to the top of the packaged dry-pasta world, while maintaining authenticity and its Italianess. There are many brands that claim to be Italian but have not maintained their authenticity. Many of these same brands are brands that have been gobbled up by large international companies over the years and are no longer managed by Italians, so it shouldn’t be a big surprise. That is not the case with Barilla as they are still Italian owned. According to their website, they became the number one brand of pasta in the US in 1999 and by 2003 had twice the market share of their next largest competitor. All that being said… it’s hard to maintain brand quality when you’re the “big pomodoro” on the block. Has Barilla lost its edge? What would the Barilla brothers say if they knew the above pasta came out of a box of Barilla thin spaghetti? Overall, in my opinion, its a good quality pasta that is consistent. The above sample aside, you (usually) know what you’re going to get with Barilla. Are they the best? I prefer De Cecco myself but can only find limited varieties in my local grocery store. What are your thoughts on Barilla? and what’s your favorite readily available dry-pasta brand?

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19 comments to Brand Italy – Barilla

  • Carla

    I’m not too much of a Barilla fan. And actually, Barilla is still Italian-owned, but the Barilla that you buy in America, is made in America at the Barilla plant in Iowa…which I think has made it lose some of its edge.
    I prefer Delverde brand, it’s from Abruzzo and still imported. Very, very good pasta!

  • Anonymous

    I agree, De Cecco is the best, although in manhattan it can be an expensive pleasure -2.69 USD… it’s outrageous!! Thanks god I can buy it on the Internet for 1.49. Delverde is also very good.
    Anyway, my #1 fave is the “trafilata al bronzo” type which unfortunately I cannot find :( Any suggestions?
    silvia

  • Rose in Cali

    De Cecco is my favorite dried pasta. In addition to De Cecco and Barilla, there are a bunch of lesser-known Italian brands that make organic pastas available here in northern CA.

  • Maria from Philly

    I agree with everyone, DeCecco is the best. I usually can find it on sale for about 2 for $3, otherwise its about $1.69-$1.99. Barilla is okay, I think it definitley isn’t the same as it was when it first came out, however it is much better in Italy than here. When I was just there in March/April I brought back 4 boxes of barilla with me and you can tell the difference between that one and the one made here.

  • Scintilla

    I use De Cecco and Barilla. I prefer De Cecco fusilli to the Barilla ones. I remember when pasta was sold like the one you found in your packet. It was Nanda pasta made in Australia. The packets were very long (or maybe it was me who was smaller?).
    My sister in Australia uses Divella, only because the more you buy, the more entries you can send in for the trip to Italy competition !

  • Barbara Gallo Farrell

    I’m with you on the De Cecco front, Joe — and then comes Barilla – put the pot of water on to boil now! ;-)

  • Maryann

    Hey Joe!
    What the heck happened to your macaroni!?

    Let Barilla know and maybe they’ll send you coupons for new boxes.
    You like the whole wheat kind, right? ;)

  • Cherrye - My Bella Vita

    I like De Cecco, too. (Looks like there is a pattern here.) But I usually buy Barilla, too bc it is easier to find at my stores in TX and is cheaper. We use Barilla here in CZ, too. That stinks about your pasta, but I am sure as a loyal pasta-eatin’ Italian, you had other boxes on hand!

  • rowena

    I have not come across badly-cut pasta such as yours…yet. We usually buy De Cecco – husband’s preference! ;-) How much do they sell for in the states anyway? I’ll have to look into that and do a De Cecco post on what they cost in Italy.

    Oh, and about those brains…hmmm….lamb eh? Out of all the women, you, of course, were the least squeamish. I’ve never seen those at the market, but if I do, they will certainly be the next offal thing to try!

  • Mary

    To be honest, here in Italy, I hardly ever by Barilla. There are other pastas that I prefer: namely Delverde and De Cecco, plus there are some smaller brands available here that are very good. I only buy Barilla when the store only carries the particular shape I’m looking for in that brand.

  • 'A Tuscan view.....from Umbria'

    I can’t believe how cheap the Barilla pasta is here in Italy compared to the UK. However like most other of the other folks here I prefer De Cecco which is a bit more pricey but worth it. Also some great brands of artigianale pici, it’s the best. – Amanda

  • joe@italyville.com

    Carla… true, they do have a HUGE plant in Iowa. I haven’t seen Delverde but it looks like a brand worth looking for.

    Silvia, I never thought of buying my pasta online…. might have to check it out.

    Hi Rose. glad you and many others agree:)

    Maria, I’m always up for a taste test!

    Scintilla, with the airline prices now a days, I’d buy that pasta too:)

    Barbara, there’s nothing like a good piatto di pasta!

    Maryann….. don’t get me started!:)

    There are plenty of extra boxes on hand Cherrye but you didn’t think I let that one go to waste did you?

    Hi Rowena… not sure exactly what it costs but around $2 a box (which is 1 lb.) About the lamb brains… it came live with the rest of the lamb, which is probably why you can’t find it in the store. Oh dad… he really has a way with animals!

    Hi Mary, we don’t have the selection unfortunately but you can find different brands at specialty shops. You hit the nail on the head though…. depends on what shape you’re looking for.

    Amanda, I think Barilla is seen as a higher quality brand outside of Italy, which is a pat on the back to their marketing.

  • lorraine@italianfoodies

    Wow that is so wierd!! I’m a dececco girl too even though we use Barilla catering in the shop!! Barilla is sooooo cheap in Italy!

  • My Mélange

    I think it is a new cut. It resembles paper clips. Ha!

    I like Barilla and can usually find it dirt cheap in my local grocery stores, which is another reason I like them. Affordable quality in this economy is hard to pass up. I also like Delverde which is also easy for me to find, but a bit more expensive.

    I splurge once in a while for a special meal or on a special shape I need in my local Italian gourmet shop. But THAT somes at a price ;)

    I think Olive Garden (God NO, I don’t eat there) and Giada made Barilla popular here in the states!

  • Meg

    I hve to follow along with the De Cecco crowd. I like some (but not all) of the Rustichella d’Abruzzo pastas, but they are crazy-expensive (and sometimes just waaay too thick and chewy). Barilla is fine, and I agree with you, pretty consistent. But I don’t think it’s quite as toothsome.

  • joe@italyville.com

    Lorraine, it’s consistently good but not the best in my opinion. With the price, it’s a great choice.

    Robin… it does resemble paper clips! That’s what I’ll call it. You’re right about the economics…

    Hi Meg, I guess we can say that De Cecco is the winner this time around. I wish I could find more types though.

  • The Food Hunter

    DeCecco is my favorite. There’s something about Barilla I just don’t like. I think they’re a little too thick.

  • joe@italyville.com

    thanks for stopping by food hunter. I never thought of Barilla as too thick but I’ll keep that in mind next time I have it.

  • Judith in Umbria

    Hmmmm, I buy spaghetti like that a lot. Why? Because I buy air dried pastasciutta from Campania and that bend is where it was draped over the pole for drying.

    My tagliatelle, etc., also often look like that.

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