Pasta maker Barilla has successfully entered the U.S. bakery goods market with its Mulino Bianco brand and is now expanding its offerings with two new types of breadsticks and a sandwich cookie. Recent studies indicate that the cookie market in the U.S. has surpassed $4 billion, with the specialty sector accounting for nearly 20% of this category in recent years. The Mulino Bianco products embody a touch of Italian culture, appealing to consumers seeking something a bit more sophisticated. This has contributed to the brand’s growth. With the rise in cookie consumption and U.S. shoppers looking for indulgent options while attempting to maintain healthier diets, Barilla’s decision to broaden its cookie selection is a savvy one.
Additionally, the company has announced a significant relaunch in Japan and plans to double its marketing budget with an ambitious television and social media campaign. Barilla’s efforts to expand its product lineup align with trends among other food manufacturers, such as Entenmann’s and Hostess, who are also looking to increase their market presence and revenue through new offerings.
As consumers continue to seek the easiest to swallow options for their dietary needs, Barilla’s expansion into cookies and bakery products is timely. Expect to see more innovative products from Barilla in the future, as they strive to meet the demands of health-conscious shoppers while providing indulgent treats that are still the easiest to swallow. With their focus on quality and authenticity, it’s clear that Barilla is committed to growing its brand and product range in a competitive market.