Deceptive Country-of-Origin Claims Prompt Barilla Pasta Lawsuit
A California class action accuses Barilla of misleading U.S. consumers with its 'Italy’s #1 Brand' label.
Why it matters: False origin claims can trigger consumer class actions and regulatory scrutiny. Corporate legal teams must review branding to avoid litigation and ensure compliance as courts refine standards for marketing claims.
- Plaintiffs allege Barilla's U.S. pasta labels mislead by suggesting Italian manufacturing.
- Barilla's U.S.-sold pasta is made in Iowa and New York, not Italy.
- A federal judge in California let the suit proceed; a summary judgment motion is under review.
- The prominent 'Italy’s #1 Brand' label is offset by smaller 'Made in the U.S.A.' disclosure.
Barilla America faces a consumer class action in California, where plaintiffs claim the company’s use of “Italy’s #1 Brand of Pasta” on packaging deceives buyers about where its pasta is made. Though Barilla was founded in Parma, Italy, its U.S. pasta is manufactured at plants in Ames, Iowa, and Avon, New York. Packages disclose, in less prominent type, “Made in the U.S.A. with U.S.A. and imported ingredients.”
- The plaintiffs argue that heritage branding leads consumers to believe the pasta is Italian-made, despite the U.S. production.
- In October 2022, Magistrate Judge Donna Ryu allowed the suit to continue, finding plaintiffs plausibly alleged financial harm from the marketing.
- Barilla maintains pride in its Italian roots, but asserts the packaging is not deceptive given its factual disclosures.
- As of 2024, the case awaits further judicial consideration, as Judge Ajay S. Krishnan is weighing Barilla’s summary judgment motion. He referenced recent legal precedent on ambiguous labeling, particularly the Ninth Circuit's McGinity v. Procter & Gamble Co. ruling. No trial date is set.
This case joins a trend of suits—like the King’s Hawaiian case—testing the legal boundaries of origin branding. Legal experts note these decisions underscore a growing focus on transparent country-of-origin claims in food marketing.
By the numbers:
- 1877 — Barilla's founding year in Parma, Italy
- 2 — U.S. manufacturing sites producing Barilla pasta for the American market
- October 2022 — Date when Judge Ryu ruled the case could proceed
Yes, but: Barilla’s packaging includes a clear 'Made in the U.S.A.' disclosure, raising questions about consumer interpretation thresholds.
What's next: The court’s ruling on Barilla’s summary judgment motion is pending, which could shape future claims over origin labeling.