La Moderna, the leader in the Hispanic pasta market in the United States, is launching Pasta Soccer, a 7-ounce line designed to turn every match into a family culinary experience. The company expects to distribute more than one million packages nationwide during the tournament season.
“We want to do our part so that families can enjoy this great event,” says Juan Pablo Monroy, Marketing Director at La Moderna.
One Product, Two Designs, Four Figures
The packaging features a single barcode with two distinct designs that celebrate the diversity of North American soccer fans: one incorporates the colors of the Mexican flag, and the other features the stripes, stars, and red, white, and blue hues of the United States.
The pasta itself features four themed shapes—a soccer ball, a trophy, cleats, and a jersey—that enhance the playful experience. Additionally, the design team transformed the barcode into a miniature goal, a detail that makes the product stand out on the shelf.
Manufactured entirely at the Toluca, Mexico, plant, Pasta Soccer is, according to Monroy, “100% Mexican.”
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From the Field to the Plate
La Moderna is targeting the product primarily at Hispanic households, its traditional consumer base, but is also aiming at the Anglo and European markets that will gather in front of the TV or in stadiums this summer.
“Pasta brings families together in the kitchen and now, also around the TV,” notes Monroy.
“El Matador” is the Ambassador for Pasta Soccer
To boost sales, La Moderna hired Mexican soccer legend and former forward Luis Hernández “El Matador” as its ambassador. Through a dynamic QR code printed on each bag, consumers can take virtual penalty kicks with “El Matador,” take photos with him, and enter sweepstakes for jerseys, soccer balls, and video game consoles.
The contests run from April 1 to July 31; the list of winners will be published starting August 15.
At the point of sale, La Moderna will display danglers, stoppers, and display stands to maximize product visibility in every store.
Permanent Product
Originally conceived as a limited-edition launch, Pasta Soccer exceeded expectations even before hitting the shelves. Several customers and distributors have already requested that it be added to their permanent assortment.
“Some customers want it just for the championship, but others are going to keep it forever,” Monroy reveals.
The executive frames the launch as part of a broader strategy: to keep La Moderna at the forefront of the world’s largest pasta market. “We have to keep innovating, so we don’t fall behind and continue to gain market share,” he concludes.