Barilla and Formula 1: Racing Wheels, the New Pasta Inspired by Racing Tires

Barilla is one of the Official Partners of Formula 1 and, to further strengthen this relationship, the Italian company has introduced a new product: Racing Wheels. This is a pasta shape dedicated to Formula 1, inspired by the design of racing tires, featuring a circular shape with a grooved outer edge and an inner pattern that resembles wheel rims.

Italian Tradition Meets Motorsport Culture

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613138

Since announcing its partnership with Formula 1 in April 2025, Barilla has shaped its communication around the concept of tradition and values tied to family. This new product is also rooted in tradition, particularly the Italian custom of spending Sunday afternoons on the couch watching the Grand Prix on TV right after lunch. A ritual that has brought generations together, especially during the era when Ferrari became the most successful team thanks to the victories of Michael Schumacher.

Paolo Barilla: From F1 Driver to Vice President

However, the connection between Barilla and Formula 1, and more broadly with motorsport, has much deeper roots than this commercial partnership. It is truly a family matter. Paolo Barilla, now vice president of the brand, is in fact a former driver with a past in Formula 1. Specifically, Barilla raced with Minardi, making his debut in 1989 at the Japanese Grand Prix—a race which, as he later recounted, was marked by both physical pain, caused by a cockpit originally designed for Pierluigi Martini, and disappointment, as a clutch failure forced him to retire early.

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613141

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613140

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613143

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613142

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613144

Formula 1 means family for Barilla From racing tracks to the kitchen table | Image 613139

He became an official driver for the Italian team for the 1990 season: he never managed to score points, with his best result being an eleventh-place finish at the San Marino Grand Prix. He left Formula 1 at the end of that season and never had another opportunity to return to the paddock. Nevertheless, Barilla also boasts victory in the 1985 edition of the 24 Hours of Le Mans as well as three participations in the Dakar Rally. A highly respectable career that speaks more than any words about his passion for motorsport—a passion that today translates into one of the most important partnerships for Formula 1.