Italian food producer Barilla's strategy to get a stronger foothold in the UK market is to centre on new speciality pastas and a packaging revamp across the range. Barilla La Collezione, which goes on shelf in January 2002, includes semolina, egg and filled pastas and features new Tortelloni,Conchiglie Rigati and Mezze Penne Tricolore cuts. All packaging will feature the bright blue Barilla livery with red logo. An egg symbol will denote egg pasta and sub-brand Pasta di Parma will be phased out. UK md Gabriele Zecca said the aim was to splash the brand's distinctive blue packaging across the fixture. Marketing activity for 2002 will include sampling, press advertising and instore promotions. {{P&P }}