De Cecco pasta brand is accelerating its market expansion in the USA by targeting the high-growth functional food sector. Backed by more than a century of domestic distribution and an established reputation for authentic Italian quality, the Italian company is merging legacy craftsmanship with modern ingredient science to address shifting consumer demands.
The centerpiece of this strategy is the upcoming launch of Protein Boost, a new product line hitting retail shelves this summer. Unveiled ahead of its wider release at the Summer Fancy Food Show 2026 in New York, the innovation targets the well-established, multi-category demand for protein-enriched options in the American diet.
The new line delivers 28 grams of protein per serving—the highest protein content currently available in the category—while rigorously preserving the texture and on-the-plate cooking performance that defines premium pasta. The formulation achieves this nutritional profile by combining traditional durum wheat flour with a nutrient-dense blend of plant-based proteins, specifically pea flour, lentils, and fava beans.