Privately owned by the fourth generation of its founding family Parma, Italy-based Pasta maker Barilla, has achieved ubiquity, both in Europe and the U.S. Founded in 1877, it's about the closest to an authentic experience as you can get from mass produced pasta in a box.

But for all its success Barilla isn't resting on its laurels. It announced this week a new line of pasta called "Pronto" with a rather fantastic premise -- it cooks itself in warm water wtihout ever having to reach a boil. In addition to not requiring boiling, this quirky new food item also soaks up its cooking water, eliminating the need for draining. First launched in China last November under the brand name "Past Pronto", Barilla received a firestorm of interest. 

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Source: http://www.dailytech.com/