Barilla Launches Pasta Inspired by Formula 1 Racing

The new 'Racing Wheels' pasta shape is designed to hold sauce and bring fun to weeknight meals.

Apr. 14, 2026 at 5:00pm

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A bold, abstract silkscreen illustration featuring a repeating pattern of the circular, ridged Barilla Racing Wheels pasta shape in a vibrant neon color palette, conceptually representing the fusion of high-performance motorsports and Italian culinary tradition.Barilla's new Racing Wheels pasta shape brings a playful, functional design inspired by Formula 1 tires to the dinner table.Today in Miami

Barilla, the official pasta partner of Formula 1, has launched a new special edition pasta shape called 'Racing Wheels' that is inspired by the tires used in Formula 1 racing. The circular, ridged pasta is designed to capture sauce, making it ideal for hearty ragùs and creamy sauces. Barilla is promoting the new pasta as a way to bring the excitement of race day into the kitchen, with themed meal ideas for Formula 1 watch parties, Italian Sunday dinners, and kid-friendly 'car nights'.

Why it matters

The launch of Barilla's Racing Wheels pasta taps into the growing popularity of Formula 1 racing, particularly among younger audiences. By creating a pasta shape that is both functional and fun, Barilla is finding an accessible way to blend its Italian heritage with the high-performance world of motorsports. This collaboration has the potential to introduce pasta to new consumers and make weeknight meals more engaging.

The details

The Racing Wheels pasta features a circular, ridged shape that is designed to hold sauce. Barilla says the grooves are especially good at capturing chunkier ragùs, creamy sauces, or anything you want to cling to every bite. The brand is promoting the new pasta shape as a way to turn race day into a full-on food moment, with themed meal ideas for Formula 1 watch parties, Italian Sunday dinners, and kid-friendly 'car nights'. Barilla is also leaning into the Italian tradition of Domenica Italiana, the long, relaxed Sunday meal, as a way to bring people together over a shared meal while watching the racing action.

  • Barilla Racing Wheels pasta is available now online at Walmart, with a broader rollout to select retailers expected later this spring.
  • Fans heading to the Formula 1 Crypto.com Miami Grand Prix 2026 may also spot the Barilla brand on-site, including dedicated Barilla food experiences.

The players

Barilla

An Italian pasta company that has become the official pasta partner of Formula 1 racing.

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What they’re saying

“Whether you're a die-hard F1 fan or just here for a new pasta shape that actually holds sauce well, this is one of those small, clever launches that makes dinner feel a little more fun.”

— Susan Choung, Recipe Editor

What’s next

Barilla is expected to continue promoting the Racing Wheels pasta shape through its partnership with Formula 1, including potential on-site activations at future Grand Prix events.

The takeaway

Barilla's new Racing Wheels pasta demonstrates how brands can tap into popular culture trends, like the growing interest in Formula 1 racing, to create innovative product offerings that make everyday meals more engaging and enjoyable. By blending its Italian heritage with the high-performance world of motorsports, Barilla has found a clever way to appeal to both pasta lovers and racing fans alike.