Banza has entered the traditional pasta category with the launch of its new Wheat Protein Pasta, combining semolina wheat with chickpeas to deliver enhanced nutrition without sacrificing taste or texture.

The new range marks a significant step for the brand, which built its reputation on chickpea-based, gluten-free products. The latest innovation targets consumers seeking higher protein options while maintaining the familiarity of conventional wheat pasta.

The Wheat Protein Pasta range delivers 22g of protein and 7g of fibre per serving and will be available in rotini, penne and elbow formats.

Brian Rudolph, CEO and co-founder of Banza, said: “There are millions of consumers who want better nutrition but aren’t willing to compromise on the taste and texture of wheat pasta. This product is designed to meet them where they are.”

The company also emphasised that the new wheat-based products are manufactured in a dedicated facility separate from its gluten-free lines, maintaining its commitment to allergen safety and product integrity.

The range launches exclusively via TikTok Shop from 1 April, with wider retail distribution planned from May across major US grocery chains including Kroger, Target and Whole Foods Market.