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Brief Published: 3 Feb 2021

Barilla’s Spotify Playlist is Timed to Cook Pasta Perfectly

Barilla X Spotify

Italian food company Barilla has partnered with music streaming service Spotify on a set of playlists designed to be played while cooking pasta. Each one lasts the same length of time it takes to cook a specific variety – for instance, linguini, penne or fusilli. Barilla believes that precise cooking times create a superior taste experience.

This initiative is a clear example of a brand trying to upgrade a simple culinary experience to boost the level of enjoyment and sensorial pleasure for consumers. See more thinking around this idea in our report Upstreaming Everyday Edibles, which also examines how kitchen staples are being uplifted through packaging and ingredient tweaks.

This fun initiative also aims to bring joy and playfulness to lockdown cooking, and is sure to appeal to both budget-conscious consumers (see The Budget Food Opportunity) as well as those using pasta as a base for more complex dishes (see The New Kitchen Warriors). It’s a smart way for a brand to integrate itself into new routines and rituals in an unobtrusive way.

Playlists include Mixtape Spaghetti, Boom Bap Fusilli and Simply Classics Linguine. Tracks will be periodically updated to maintain consumer interest. 

For more insights into lockdown cooking trends and family dining, see The New Family Meal. For further insights into how FMCG brands have maintained relevance during the pandemic, see FMCG Brands + Covid-19: Lessons in Resilience.