Why eat pasta Why eat pasta every day?every day?

Pasta as a way to better Pasta as a way to better eating habitseating habits

Ing. Renzo Rizzo, Pasta Meal Global R&D Ing. Renzo Rizzo, Pasta Meal Global R&D Director Barilla G. e R. F.lli. S.p.A Director Barilla G. e R. F.lli. S.p.A

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How do they get full? How do they get full?

Pasta with tomato-olive oil, parmigiano, and glass of red wine

444 Kcal

240 g (1:1) + 125 ml

One small hamburger, medium fries and Coke

872 Kcal

224 g + 330 ml

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Pasta

, raw

Pasta

, coo

ked

Pasta

salad

w ve

ggies

Pasta

w to

mato s

auce

Pasta

w be

ans

Macar

oni &

Che

ese

Lasa

gna

There is pasta and pastaThere is pasta and pasta

200

100

170

410

445

180

340

Expressed as same volume

portion: 1 cup cooked

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Eat better: a simple modelEat better: a simple modelLow calory density

High calory density

Low

nu

trie

nts

den

sit

y

Hig

h n

urie

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den

sity

JUNK FOOD

GOOD FOOD

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How many calories and How many calories and nutrients?nutrients?

Kcal (100gr)

Ratio (carb-prot-fats)

Nutrients density

•Sat. fat•cholesterol

Pasta pomodoro, oil, parmigiano

150 59-15-26 High micronutrients 4.2g

3 mg

Fettuccine Alfredo

220 35-10-55 Low micronutrients 13.5g

66 mg

Hamburger and fries

590 45-10-45 High protein, low picronutrients

7.5g28 mg

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Pasta has low energy density Pasta has low energy density ENERGY DENSITY  Kcal/gr

Tomatoes, no dressing 0.21

Strawberries 0.30

Milk, low-fat (1%) + vit A 0.42

Apple juice 0.47

skinless chicken breast (stwd) 1.5

Pasta with tomato (1:1), oil, parmesanPasta with tomato (1:1), oil, parmesan 1.51.5

Ham, eggs & cheese sandwich 2.43

Bread, 7 grains 2.5

Beef, T-bone steak (ckd) 2.65

Rolls, hamburger or hot-dogs, plain 2.9

Pepperoni pizza, frozen 2.9

Fast food hamburger, reg, single patty, Fast food hamburger, reg, single patty, plainplain 3.053.05

Complete wheat bran flakes, Kelloggs 3.27

Special K, Kellogg’s 3.7

Walnuts, black, dried 6.07

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What characterizes a good What characterizes a good “everyday” product? “everyday” product?

1.1. SatiatingSatiating

2.2. NutritiousNutritious

3.3. PleasurablePleasurable

4.4. SimpleSimple

5.5. Accessible Accessible

6.6. DesireableDesireable

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Ways to eat grain food: Ways to eat grain food: what “everyday” choice?what “everyday” choice?

Comparison of 3 grains alternatives per se

PastaRegular

BreadWhite and whole

CerealsSpecial K

Satiating ++ + +Nutritious + ++ ++Pleasurable ++ + +Simple ++ ++ ++Accessible +++ ++ +Desireable ++ + +

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Ways to eat grain food: Ways to eat grain food: what “everyday” choice?what “everyday” choice?

PastaRegular

BreadWhite and whole

CerealsSpecial K

Slow carbs 40 GI 70 GI 69 GI

Caloric density 1.7 2.5 3.7

Micronutrients 105 144 716

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Potatoes (93)

White Bread (70)Whole wheat Bread (69)

All BranTM (51)

Basmati Rice (58) Whole grain Rice (55)

Barley, coarse kernel bread (27)

Oat, Bread and Porridge (65)

Dried Chickpeas (10) Cherry (22)

PASTA (40)PASTA (40)Lentils (30)

GLUCOSE 100

Pumpernickel, whole grain (51)

Orange, apple and pear (38-44)

Low glycemic index Low glycemic index

GI database: www.glycemicindex.com University of Sidney

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What obstacles to everyday What obstacles to everyday use? use?

1. “Makes you fat”2. “It’s empty calories”3. “Needs work to be turned into a meal”4. Low novelty, innovation vs. bread, cereals!

These are the obstacles we need to remove in order to promote the use of pasta everyday: for one, we need to teach people how to eat pasta (low

cal, nutrients, variety)

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It is key to help people to It is key to help people to make the best of pastamake the best of pasta

Recipes can make Recipes can make pasta the very best pasta the very best everday grain foodeverday grain food

PastaWith vegetables

BreadWhite and whole

CerealsCornflakes enriched

Satiating +++ + +Nutritious +++ ++ ++Pleasurable +++ + +Simple ++ ++ ++Accessible +++ ++ +Desireable +++ + ++

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Can we improve on pasta Can we improve on pasta itself?itself?

Low calory density

High calory density

Low

nu

trie

nts

den

sit

y

Hig

h n

urie

nts

den

sity

JUNK FOOD

PASTA

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How can we do this without How can we do this without betraying pasta nature?betraying pasta nature?

Classic Pasta (1 cup raw: 56gr.)

New Pasta(1 cup raw: 56gr.)

New Pasta with tomato (1:1), olive oil (5gr.) and parmigiano (10gr.)

Hamburger and fries

(1 reg. hamburger + 1 medium portion of

fries)

Kcal 200 200 355 590

Protein

7 1010 15 29

- PDCAAS 33 8888 90 92

Fats 1 1 1 (0.36gr. Linolenic)(0.36gr. Linolenic)

10(0.36gr Linolenic)(0.36gr Linolenic)

30

Fibre 2 44 6 0

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Barilla PLUSBarilla PLUS“The pasta has a remarkable resemblance and taste to regular pasta, so much so that I was able to use my own secret barometer – my teenage son – to measure the taste.  He didn’t have a clue that I hadn’t used a ‘regular’ pasta and ate heartily…..Barilla’s new line is a winner.” - Chicago Sun-Times, June 8, 2005

“Not your average bowl of noodles, this new multigrain pasta offers more than just a good dose of carbs”- Runners World, June 2005

“They’ve wedged in 10g protein and 4 g fiber by using bean flour instead of wheat, but you’ll never notice the difference. Promise.” - Men’s Health, June 2005-07-28

“…it has a great nutty flavor that we love.” - Parents Magazine, May 2005

“This is one multigrain pasta you won’t have to trick yourself into eating….Did we mention that it tastes pretty darn good, too?” - Health Magazine, May 2005

“A 2-oz. serving provides 1 g of fat, 10 g of protein, 4 g of fiber and only 200 calories … The familiar comfort meal for the family can now be easily transformed into a meal providing significant health benefits. And nobody needs to know” – Food Processing, August 2005

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Barilla PLUS Barilla PLUS • Excellent reception Excellent reception

from nutritionists from nutritionists communitycommunity

• Over 2.5% value share Over 2.5% value share of US national market of US national market in 8 monthsin 8 months

• Positive consumer Positive consumer feedback and buzzfeedback and buzz

• Competitive copies?Competitive copies?

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SummationSummation• Pasta is the best grain staple food• We must communicate the

benefits of pasta, relentlessly• We must help people turn pasta

into a meal• We have opportunities to make

pasta even better