Pasta specialist Barilla is dressing up four of its best-selling products in limited edition packaging to celebrate its 125th birthday.
Instore until December, the 500g packs of spaghetti, farfalle, penne rigate and fusilli will carry a 3D gold button on the front, while the back features a history of the company accompanied by black and white photos of the Barilla family.
UK manager Gabriele Zecca said the packs brought instore theatre to the pasta category as well as emphasising the products' authenticity.