Barilla has been named the Official Pasta Partner of Formula 1 in a new multi-year global partnership, just ahead of the highly anticipated 2025 Singapore Grand Prix.
The partnership is launched alongside Barilla’s new global campaign, Taste Like Family, which draws inspiration from a little-known figure from Formula 1’s history, a man nicknamed Pasticcino. His real name is Luigi Montanini, a pastry chef from Modena who, by chance, began cooking for the F1 community in its early days. With minimal equipment and simple ingredients, including Barilla pasta, he started serving hot meals from car hoods and folding tables, feeding mechanics and drivers alike and fostering a spirit of togetherness in a high-pressure environment.
This story resonates in today’s world, highlighting how sharing a meal can create emotional closeness even in the most unlikely settings. The Taste Like Family campaign builds on this idea, seeking to promote the power of food to bring people together.
Paolo Barilla, Vice President of the Barilla Group and a former F1 driver, reflected on the connection: “Formula 1 has always been a world of rivalry and competition, but beyond that, there is space for friendship. It was the food that created those moments of connection—a simple plate of pasta that made people feel at home, even far from it.”
The alliance is also founded on a shared commitment to quality and precision. Just as every detail matters in building a championship-winning F1 car, Barilla emphasises the finest raw materials, authentic flavours, and continuous improvement in its production process.
Stefano Domenicali, CEO of Formula 1, welcomed Barilla to the F1 family: “We are thrilled to welcome Barilla, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.”
With the Singapore Grand Prix set to take place from 3 to 5 October 2025, local fans can look forward to engaging activations from Barilla. The brand is offering a chance to bring F1-inspired precision into the kitchen with a special promotion.
From now until 21 September, the first 50 shoppers each week who purchase at least $8 worth of Barilla Pasta and Sauces in a single receipt at NTUC FairPrice or Cold Storage outlets will stand to win an F1-themed kitchen timer:
For more information, visit Barilla Group’s official website or their social media channels.
