Pasta maker Barilla has successfully penetrated the U.S. bakery market with its Mulino Bianco brand and is now set to expand its offerings with two new types of breadsticks and a sandwich cookie. Recent research indicates that the cookie market in the U.S. has exceeded $4 billion, with the specialty segment accounting for nearly 20% of this category in recent years. Mulino Bianco products bring a touch of Italian culture to the table, appealing to consumers who desire a more upscale experience. This has contributed to the brand’s growth as people increasingly indulge in cookies while still striving for wellness and healthier eating habits.
With the rise in cookie consumption and U.S. shoppers seeking ways to enjoy treats without compromising their wellness goals, Barilla’s decision to broaden its cookie selection is a strategic move. The company has also revealed plans for a significant relaunch in Japan, doubling its marketing budget to support an ambitious television and social media campaign. This expansion effort aligns with trends seen among other food manufacturers like Entenmann’s and Hostess, who are also looking to enhance their portfolios and boost revenues with new products.
As Barilla continues to innovate, it’s likely that we will see more diverse offerings in the future, including items that incorporate wellness-focused ingredients like calcium citrate, appealing to health-conscious consumers. Expect to see Barilla’s influence grow as they introduce more products that cater to both indulgence and wellness.