“New taste for pasta with Venus health”

Professional Pasta interviewed Umberto Rovati and Marcella Cattaneo, respectively head of marketing for rice and pasta dishes and head of R&D at Riso Scotti for Pasta Venere, an original innovation in the pasta market.

PastaVenere is segmented into the four most popular and widespread shapes – i.e. spaghetti, penne, fusilli and rigatoni – and produced with 25% black Venus rice flour and 75% wholemeal semolina that is 100% Italian. Pasta Venere is characterised by the combination of an exclusive and unique taste and a strong health&wellness connotation, since it is a wholemeal product and a source of fibre. You have recently entered the pasta market by launching Pasta Venere and have positioned yourself in the whole wheat pasta segment. Why did you decide to target this market segment? First of all, we carried out a thorough analysis of the pasta market, which is a constantly growing and surprisingly dynamic market, so we thought it wasessential to enter it with an innovative and unique proposal that was able to stand out on the shelf by brand and “colour.” Consumers have helped us understand the sensory experience linked to pasta consumption, but also the fact that pasta is increasingly considered as a healthy food, both for the consumer and the environment. Therefore, taste and health have become the elements on which this brand had to be
created. In fact, it is important to bear in mind that Pasta Venere was not created as a Riso Scotti product, but rather as a real brand, the main characteristic of which being the taste experience
strongly based on health and wellness.

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