What we eat is a decisive element in choosing a lifestyle, now more than ever before. The new trends are guided by a paradigm that has foregone feeling good and enjoying delicious food in favour of sacrifice and turning our backs on taste. More than Pasta takes one of Italy’s most iconic foods and fuses it with the flavour and properties of pulses. A contemporary take on energy, flavour and goodness requires a poppy, lively and cartoonish communications strategy – starting from the packaging!