As premium Italian brands gain ground, Lustucru is doubling down on its French, family-rooted heritage. The brand partnered with Lonsdale to refresh its dry pasta range.

The heritage brand, instantly recognized by its blue checkerboard, proudly reasserts its French origin with the “Origin’ Info” seal—a pledge of transparency and traceability. It’s a strong symbol for a landmark French brand that continues to produce and invest across France. The new packs feature an appetizing trompe-l’œil (optical illusion) to make shelf recognition simpler and heighten appetite appeal.

Since 2022, Lustucru has chosen recyclable paper to package its Bonnes Pâtes françaises. That commitment is reaffirmed today with the optical illusion design created without any plastic film.

Together, these elements form a coherent, distinctive, and consistent packaging system across the range, improving at-shelf navigation and recall—design in service of a clear ambition: to attract new dry-pasta shoppers.

“The real challenge in this range overhaul was balancing sustainability, appetite appeal, and impact—while honoring an iconic brand of French heritage. For Lustucru, we created a design that’s indulgent, responsible, and powerful at shelf. Proof that a 100% paper pack can also be 100% desirable”, says Sandra Joly Guicheteau, Deputy Managing Director and Head of Consumer Branding at Lonsdale.

“With this refresh, we chose to link responsible innovation with desirability on shelf. Our new Lustucru packaging—still plastic-free but now clearer and more mouth-watering—lets us meet French consumers’ expectations for quality and transparency. Our thanks to the Lonsdale teams, who supported us throughout this project while staying true to our popular, accessible, and committed DNA”, Sandrine Denoual, Sales & Marketing Director at Lustucru–Rivoire & Carret (Pastacorp Group), commented.