Barilla launches its limited-edition Snowfall pasta for the winter season, inspired by the fact that 54% of Gen Z consumers prefer unconventional pasta shapes.

As temperatures drop and warm, comforting meals take center stage, pasta producer Barilla has declared pasta the official food of the cozy season — the time of year for comfort, connection, and indulgence. To mark the occasion, the brand has reintroduced Barilla Snowfall, its limited-edition pasta inspired by snowflakes, and launched special campaigns highlighting the classic Barilla Lasagne product family. The limited-edition Barilla Snowfall will be available across the United States and Canada from November through December.

According to a 2025 survey commissioned by Barilla, 85% of Gen Z respondents consider pasta one of their favorite comfort foods, while 80% say they reach for warm, hearty meals when they want to relax and feel comforted. The same study revealed that this generation prefers intimate, food-centered gatherings at home rather than large, formal celebrations.

Angie Cotter, U.S. Pasta Category Marketing Director at Barilla, commented on the new campaign: “Gen Z is redefining how people connect and celebrate. For them, happiness lies in slowing down, cooking at home, and sharing simple, cozy moments with friends. At Barilla, we embrace the way this new generation is shaping modern traditions around the table. With the return of Snowfall and our renewed focus on Lasagne, we’re celebrating both creativity and warmth the essence of the cozy season.”

As part of the campaign, Barilla has collaborated with young culinary creators Alessandra Ciuffo and Keegan McManus to inspire Gen Z with fresh, modern interpretations of classic pasta dishes. Their recipes reimagine traditional comfort foods with an approachable, contemporary twist. According to Barilla’s findings, 70% of Gen Z prefer home gatherings where everyone brings a homemade dish, while nearly 80% say that cooking together at home feels more festive than dining out.

Another survey conducted by Barilla in 2024 revealed that 54% of Gen Z prefer to cook with unique pasta shapes. Drawing inspiration from this trend, Barilla Snowfall captures the magic of winter in every bite with its delicate snowflake-inspired form. Meanwhile, Barilla Oven-Ready Lasagne delivers the joy of a classic Italian dish with no pre-boiling required — making preparation easier and faster and Barilla Wavy Lasagne offers the perfect canvas for those looking to explore creative, out-of-the-box recipes.