CPG
Chickpea, Lentil, and Bean Pastas Take a Third of the Pasta Aisle
Banza, Barilla Protein+, and ZENB are reshaping the pasta category. Once a commodity, it is now a high-protein, low-glycemic battleground.
By FTF Editorial Team·May 20, 2026·5 min read
Banza, Barilla Protein+, and ZENB are reshaping the pasta category. Once a commodity, it is now a high-protein, low-glycemic battleground.
What happened
Mainstream pasta brands are reformulating with legume flour to compete, and private label is following fast.
Why it matters
Pasta has been a flat $5B category for decades. Protein-forward pasta is unlocking growth and pulling shoppers back from rice and grain bowls.
Market impact
Durum wheat pasta still dominates volume, but value share is shifting fast. Expect a 30%+ legume-pasta footprint by 2027.
Consumer insight
GLP-1 users explicitly want lower-glycemic carbs that still feel familiar; legume pasta hits the spec.
Strategic takeaway
Category managers should expand legume-pasta facings now; pasta innovation should center on protein/fiber, not new shapes.
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