Pasta, pliés, and protein: Barilla and Derek Hough team up to make the kitchen a dance floor

Forget the gym membership – a new workout partner is a box of pasta and a ballroom legend.

In a move that proves dinner time doesn’t have to be downtime, Barilla has officially partnered with Emmy Award-winning pro dancer and Dancing with the Stars icon Derek Hough. Together, they are launching Barilla Protein+ Stars, a new star-shaped pasta paired with "micro-workouts" designed to get you moving in the time it takes to boil water.

The "Training Timer" challenge
The campaign centres on a common kitchen conundrum: what do you do during those awkward four to five minutes while the pasta bubbles away? Instead of scrolling through your phone, Barilla and Hough are inviting you to "dance like a star" while you cook them.

Hough has choreographed a series of "Protein+ Training Timers" – short, high-energy exercise routines that fit perfectly into the pasta’s quick cooking window. From kitchen-counter calf raises to stovetop shimmies, the routines are designed for all ages and fitness levels.

"I’ve spent my life moving, and I know that even a few minutes of activity can change your whole mood," said Derek Hough. "We’re taking that 'waiting-for-the-water-to-boil' time and turning it into a feel-good moment. It’s about fuelling your body with protein and your soul with a little movement."

Star power in the pot
The new Protein+ Stars bring a whimsical, kid-friendly shape to Barilla’s functional pasta line-up. But don’t let the cute shape fool you – this pasta is a nutritional heavyweight. Crafted from a blend of golden wheat and protein-rich pulses like lentils, chickpeas, and peas, each serving delivers: 17g of protein (per 3.5oz serving); 10g of fibre; and a "Classic Pasta" taste that ensures even the pickiest eaters won't know they’re eating a "better-for-you" alternative.

The industry "star" turn
For food and drink producers, this partnership is a masterclass in "Eat-ertainment." By pairing a functional, high-protein product with a digital-first fitness experience, Barilla is moving beyond the pantry and into the lifestyle space.

"We know consumers are looking for simple ways to be better to themselves," said Jennifer Ping, vice president of marketing at Barilla US. "Protein+ Stars is the perfect 'no-sacrifice' meal, and Derek is the perfect partner to show that healthy habits can be craveable, quick, and – most importantly – fun."

Where to join the party
The "Training Timers" will be accessible via QR codes on the back of the iconic yellow Protein+ boxes and across social media platforms. Barilla Protein+ Stars are now rolling out to major retailers across the US, inviting families to turn their weeknight dinner routine into a standing ovation.

So, the next time consumers hear the water boiling, they don’t just stand around – they'll bust a move. Now dinner (and their glutes) will thank them.

Photo: Derek Hough leads Barilla’s new Protein+ Training Timers, micro-workouts inspired by Protein+ shapes that consumers can complete in the time that it takes to cook Barilla Protein+ Pasta.