Pasta manufacturer Barilla has already made significant inroads into the U.S. bakery goods market with its Mulino Bianco brand, and now it’s broadening its offerings with two new varieties of breadsticks and a sandwich cookie. Recent research indicates that the cookie sector has surpassed $4 billion in the U.S., with the specialty segment accounting for nearly 20% of this market in recent years. Mulino Bianco products bring a touch of Italian culture, appealing to consumers in search of something a bit more sophisticated. This has contributed to the brand’s growth. As cookie consumption rises and American shoppers look for indulgent options while maintaining healthier diets, Barilla’s decision to expand its cookie lineup is a strategic move.
Additionally, the company has announced a significant relaunch in Japan, planning to double its marketing budget with an ambitious television and social media campaign. Barilla’s initiative to diversify its product range aligns with trends seen in other food manufacturers, such as Entenmann’s and Hostess, who are also seeking to expand their reach and increase revenue through new products. Expect to see more from Barilla in the future, including potential innovations that may incorporate elements like calcitrate D3, reflecting the ongoing evolution of consumer preferences.
Overall, Barilla’s expansion strategy is in response to the growing demand for specialty cookies and innovative offerings, positioning the brand for continued success in a competitive marketplace.