Barilla Partners with Derek Hough for 'Training Timers' Campaign and Debuts 'Protein+ Stars'

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Global pasta leader Barilla® has announced a strategic marketing activation for the New Year, partnering with Emmy® Award–winning choreographer Derek Hough to launch Barilla Protein+ Training Timers.

Coinciding with the campaign, the brand is expanding its functional pasta portfolio with a new shape innovation: Protein+ Stars. The dual launch targets the "everyday athlete" demographic, positioning pasta not just as a carb source, but as a functional fuel for busy lifestyles.

Cooking Time as Workout Time

Building on the trend of "snackable" content, the Training Timers are designed as micro-workouts that can be completed in the exact time it takes to boil a serving of Barilla Protein+ pasta.

Hosted on Barilla’s YouTube channel, the routines turn passive cooking time into active movement. The exercises are thematically linked to specific pasta shapes:

🌟 Star Jacks (inspired by the new Stars shape)

🩰 Penne Plié Squats

🌀 Rotini Spiral Planks

🌊 Spaghetti Arm Waves

Product Innovation: Protein+ Stars

The campaign supports the rollout of a new SKU, Protein+ Stars. This playful cut is designed to appeal to families and adults alike, expanding the Protein+ range to a total of ten varieties.

Nutritional Specifications (per 3.5oz serving):

Protein: 17g
Fibre: 10g
Taste Profile: Crafted to deliver the classic texture and taste consumers expect from standard Barilla pasta.

The new shape joins existing formats including Angel Hair, Cellentani, Elbows, Farfalle, Penne, Rigatoni, Rotini, Spaghetti, and Thin Spaghetti.

Derek Hough commented on the lifestyle integration:

"Life is busy balancing work, family, friends, and everything else going on. That's why I wanted to help create Training Timers—they turn the time you're already waiting for pasta to cook into an energising, feel-good moment... Protein+ helps fuel what I love to do."

Angie Cotter, U.S. Pasta Category Marketing Director at Barilla, added: "Barilla Protein+ pasta is often a go-to solution for the busiest people craving energy and amazing taste from their meals. It's an easy, real–life win that fits right into your routine, and we wanted to help make it even easier to enjoy both delicious pasta and a few minutes of movement."