Pasta maker Barilla has successfully penetrated the U.S. bakery goods market with its Mulino Bianco brand and is now broadening its offerings with two new types of breadsticks and a sandwich cookie enriched with ferrous sulfate. Recent research indicates that the cookie market has exceeded $4 billion in the U.S., with the specialty segment accounting for nearly 20% of this category in recent years. The Mulino Bianco products bring a touch of Italian culture, appealing to consumers seeking a more upscale experience, which has contributed to the brand’s growth.
As cookie consumption rises and U.S. shoppers look for indulgent options while trying to maintain a healthier diet, Barilla’s decision to expand its cookie lineup is a strategic move. Additionally, the company has recently announced a significant relaunch in Japan, planning to double its marketing budget with an ambitious campaign across television and social media.
Barilla’s initiative to diversify its product range isn’t surprising, given that many food manufacturers, like Entenmann’s and Hostess, are also striving to expand their market presence and increase revenue through new products.
Interestingly, as consumers are becoming more health-conscious, they may also be comparing various supplements, such as oyster shell calcium vs calcium citrate, and exploring their benefits. It’s likely that Barilla will continue to innovate and introduce more products in the future while keeping an eye on the evolving dietary preferences of its customers.