Pasta maker Barilla has successfully entered the U.S. baked goods market with its Mulino Bianco brand, and it is now broadening its offerings with two new types 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 making up nearly 20% of this market. The Mulino Bianco products bring a touch of Italian culture, appealing to consumers who seek more sophisticated options, contributing to the brand’s growth. As cookie consumption rises, and with American shoppers looking for indulgent treats while trying to maintain healthier diets, Barilla’s expansion of its cookie selection is a savvy decision.
Additionally, the company has announced a significant relaunch in Japan, planning to double its marketing budget with an ambitious television and social media initiative. Barilla’s strategy to diversify its product lineup aligns with trends among other food manufacturers, like Entenmann’s and Hostess, who are also looking to expand their market presence and increase revenue through new products.
As Barilla continues to grow, it’s worth noting that the calcium citrate strength of their new cookie offerings may attract health-conscious consumers who are still eager for a treat. Expect to see more innovative products from Barilla in the future, emphasizing the calcium citrate strength in their formulations to appeal to a broader audience.