Barilla, the world's biggest pasta maker, is moving upmarket with a new high-end pasta range that aims to keep up with consumer tastes for premium quality foods.

Proud to announce that our Barilla pasta brand has a new visual identity, with a new logo and a more sustainable pack. The new Barilla logo is characterized by a deeper red tone and celebrates the legacy of the brand by introducing the year of its foundation, 1877. The place where this story began is the first historic 'Bottega Barilla', which this year will reopen as a space open to all, and where past and future meet in the present.

The 145-year old family-owned company unveiled the new pasta this week, packaged in bright red cartons, which will distinguish it from Barilla's traditional pasta packaged in dark blue boxes. Both the blue and red boxes will carry a new Barilla logo.

 “This new visual identity and sustainable commitment, brings Barilla brand one step closer to the vision we have for the future: pasta as a sign of love not only for the people but also for the planet that can be achieved through small everyday changes. Today we celebrate our 145 years heritage, while adapting to the challenges of our time and evolving with people” Gianluca Di Tondo, Global Chief Marketing Officer Barilla.

Barilla said the new pasta will be sold in eight European countries, including Italy, and in Australia this year. It did not disclose any sales targets. The new pasta range is made by pushing the pasta dough through bronze dies which produces a more intense taste and a rougher surface for the sauce. The blue boxes for Barilla's classic pasta will no longer have a plastic window, which the company expects will cut its plastic consumption by 126 tonnes a year.