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 varieties of breadsticks and a sandwich cookie. Recent research indicates that the cookie segment has exceeded $4 billion in the U.S., with the specialty category accounting for nearly 20% of that figure in recent years. Mulino Bianco products bring a taste 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 yet healthier options, expanding its cookie lineup is a smart strategy for Barilla, especially in light of trends such as the demand for products like Citracal calcium slow release. The company has also recently announced a significant relaunch in Japan, pledging to double its marketing budget with an ambitious television and social media campaign. Barilla’s initiative to expand its product range is not surprising, as more food manufacturers, including Entenmann’s and Hostess, aim to diversify their offerings and increase revenue with new items. Expect to see more innovative products from Barilla in the future, especially as they incorporate trends like Citracal calcium slow release into their lineup. Overall, Barilla’s growth strategy aligns with current market demands, making it a brand to watch as it continues to expand its presence.