Italian firm Barilla acquires significant stake in UK’s Pasta Evangelists

Italian food company Barilla has strengthened its UK presence by acquiring a majority stake in Pasta Evangelists, a specialist in direct-to-consumer (D2C) fresh pasta and sauces.

The investment in Pasta Evangelists was made by Barilla through its venture firm BLU1877.

Financial details of the deal have not been disclosed by both companies.

The acquisition is said to be in line with Barilla’s international growth plan, especially in the UK, and the company intends to invest in new marketing and sales approaches, with a preferred digital platform to interact with consumers.

Barilla Group CMO Gianluca Di Tondo declared: “The Covid-19 crisis has changed consumer behaviour, the way people work, and the way products are distributed.

“The consumer demand for freshly made, premium food is growing, as well as the boom in e-commerce and subscription-based consumer products. We are excited to expand our family with a brand that underlines these major trends. The UK is at the forefront of both.”

Since 2016, Pasta Evangelists has been engaged in the delivery of fresh, restaurant-quality pasta across the UK.

The firm currently distributes its pasta and sauces across Amazon, Ocado, Marks & Spencer and a physical refreshment stand in the Harrods Food Hall.

According to the deal, Pasta Evangelists will operate as an independent business entity while continuing to be led by its founder and CEO Alessandro Savelli, as well as co-founders Chris Rennoldson and Finn Lagun.

Savelli said: “We are hugely proud to be partnering with Barilla, an iconic, family-owned business. With Barilla’s support, we look forward to taking Pasta Evangelists to the next level, including through internationalisation and scaling up our production whilst staying true to our core values: freshness, craftsmanship, and italianità, or Italianness.

“As an entrepreneur, and as an Italian, for me, this is a dream come true.”