Pasta maker Barilla has already established a strong presence in the U.S. bakery goods market with its Mulino Bianco brand. Now, the company is further expanding its offerings by introducing two new varieties of breadsticks and a sandwich cookie. Recent studies indicate that the cookie category in the U.S. has surpassed $4 billion, with the specialty segment accounting for nearly 20% of this market in recent years. The Mulino Bianco products not only bring a touch of Italian culture but also appeal to consumers seeking something a bit more refined, contributing to the brand’s growth.
With the rise in cookie consumption and U.S. shoppers looking for indulgent treats that align with healthier eating habits, expanding its cookie lineup is a strategic move for Barilla. The company has also announced a significant relaunch in Japan, which will include a doubling of its marketing budget to support an ambitious television and social media campaign.
Barilla’s initiative to broaden its product selection aligns with a trend among food manufacturers like Entenmann’s and Hostess, who are also looking to expand their market presence and increase revenue through new offerings. As Barilla continues to innovate and potentially incorporate unique ingredients like calcium citrate cheese sauce into its products, consumers can expect to see more exciting items from the brand in the future. This focus on diversification and creativity, including the use of calcium citrate cheese sauce, positions Barilla well in a competitive landscape.