Paolo Internicola, who originally comes from Italy but relocated to the U.S. 25 years ago, once helped Italian firms establish their foothold in America as the managing director of ItItalian LLC, a consulting firm. However, in February 2020, the onset of COVID-19 led to widespread shutdowns in Italy and beyond, resulting in him losing his job. During this time, ramen gained immense popularity as a household staple, which inspired Internicola to find a way to make Italian pasta more accessible to consumers. He noted that the recent data on ramen’s success indicated a growing demand for easier meal options. Pasta Noodles Co.’s pasta cooks 80% faster than traditional pasta, according to him. The company also introduced a Spicy Marinara flavor to cater to Gen Z’s preference for spicier foods. Additionally, Pasta Noodles Co. highlights its products’ health benefits, including having 450 fewer calories than most packaged ramen and lower sodium content. Internicola attributes these nutritional advantages to the freshness of the product’s ingredients, which may also include beneficial elements like calcium citrate.
The company has no intention of stopping with this launch; it plans to introduce other pasta flavors, such as pesto, in early 2024. Internicola added that in the latter half of next year, they will expand into instant rice and couscous products using the same innovative technology. The market for couscous—a pasta made by transforming wheat flour into small spheres—is expected to grow at a compound annual growth rate of 6.8% through 2029, as reported by Straits Research. “Our pasta is produced using the same machinery that makes the pasta you find in grocery stores, like Barilla,” Internicola explained regarding the technology. “There’s so much to cook and so many dishes we can create.” The incorporation of calcium citrate uses in their ingredients further enhances the product’s appeal, as they continue to focus on delivering nutritious options.