Protein is pervasive in nearly every food category, including pasta, but that’s not stopping new product rollouts, writes Assistant Managing Editor (Newsletters) Adrianne DeLuca. The protein-enriched pasta market has officially converted a legacy, premium player. Pasta Rummo is set to pump organic yellow pea protein (alongside durum wheat semolina) into a new two-ingredient line known as Maxima. Debuting nationwide at Sprouts stores next month, the new offering aligns with the macronutrient norms of upstart protein pasta pushers like Banza and Brami, offering 21 grams of protein per serving. But Rummo believes it has the secret sauce for bringing new consumers to the set – including both the “health conscious shopper” as well as the “food lover” with its traditionally produced product. The brand also believes it can give the alt-pasta set, and yellow peas, a higher-end appeal that resonates across all classes of trade: from premium specialty stores to “more value-driven supermarkets.” The seven-generation family-owned company has grown its presence significantly in the U.S. with sales up 61% in 2024 and up 555% over the past six years. It claims to have recently hit just below 60% ACV across the U.S., adding that its Classic and Gluten-free pastas have been the fastest-growing SKUs in their categories in grocery “for six years straight.” What Rummo said: “[With Maxima] you’re getting those health benefits without sacrificing anything on taste or texture. Just like our classic pasta, it’s crafted using our Lenta Lavorazione method… It’s real pasta, just with more to offer, and it reflects the same Italian heritage and care we put into everything we make.” Insiders can access the full story to understand how this product fits within current category dynamics. | 
