Agritalia Announces Relaunch of Bella Italia Brand: Organic Italian Pasta Line Targets Young Urban Shoppers
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Naples, Italy – June 25, 2026 – Agritalia S.p.A., a leading provider of private label food products from Italy as well as its own signature Italian food brands, announced the relaunch of its Bella Italia brand, featuring a new line of USDA Organic Certified Italian pastas uniquely focused on young urban Gen Z and millennial consumers. The new line will be presented at the Specialty Food Association Summer Fancy Food Show, June 28-30 at Javits Center, NYC, booth 2532-34.
Unlike many organic pasta brands that rely on heritage-heavy positioning and pastoral imagery, the new Bella Italia line embodies a modern approach that reflects the lifestyles of younger shoppers who are driving pasta category growth yet are underrepresented. “Our on-trend pasta shapes, contemporary package design, 16 oz. pack size, accessible pricing and lifestyle-driven website together make organic pasta an everyday food choice for young millennials for the first time,” said Alberto Massa, Agritalia Head of Brand Innovation.
The new line includes eight trend-forward pasta shapes: Fusilli, tubetti pastina, tortiglioni, farfalle and cavatappi SKUs are available in 16 oz. bags. Pappardelle and tagliatelle SKUs are available in 12 oz. bags. All pasta shapes are made in Italy from 100% Italian organic durum wheat semolina, bronze cut and slow dried. Each Bella Italia bag features a custom die-cut window mimicking the shape of the pasta inside, and an inviting phrase that ties that shape to a meal occasion; i.e. “Light lunches and simple plates” for farfalle.
The Bella Italia brand proposition is “The Organic Italian,” reflecting the brand’s authentic bona fides and the fact that so many millennial and Gen Z dining experiences arise organically. At the same time, the brand was developed to appeal beyond “organic only” shoppers to the large number of wellness-driven consumers who don’t primarily identify as organic but regularly buy organic foods if the brand resonates and the price is right. “For younger shoppers, food is identity,” said Leo Nucera, Agritalia Sales & Marketing Director. “From dinner parties to romantic meals to family suppers and even dining alone, Bella Italia reflects the individuality and desire for wellness that resonate among the younger cohort.”
A highlight of the relaunch is the new Bella Italia website, featuring an urban apartment building motif that enables Gen Z and millennial visitors to peek through each window into the lives, moments and meal experiences of people just like themselves. “Bella Italia is the first pasta brand to portray, with real depth and sensitivity, the people it speaks to, addressing them in their own language,” said Massa. The introduction of the organic pasta line will be followed by the introduction in 2027 of Bella Italia Prebiotic, a line of gluten-free, USDA Organic Certified functional Italian pastas that support digestive wellness.
About Bella Italia
Bella Italia is a signature brand of Agritalia S.p.A., a leading provider of food products from Italy and Europe. Distributed in leading U.S. supermarkets for over 15 years, the brand has long been a pioneer in pasta innovation — among the first to introduce lines made with ancient grains and legume flours. Bella Italia is now relaunching with an organic Italian pasta line crafted for Gen Z and millennials.
Contact: Peter DePasquale, 917-951-2553
Bella Italia