Pasta manufacturer Barilla has successfully penetrated the U.S. bakery goods market with its Mulino Bianco brand. Now, it is set to expand its offerings with two new varieties of breadsticks and a sandwich cookie. Recent studies have revealed that the cookie category in the U.S. has exceeded $4 billion, with the specialty segment accounting for nearly 20% of this market in recent years. The Mulino Bianco products not only carry a touch of Italian culture but also appeal to consumers seeking more sophisticated options. This appeal has contributed to the brand’s growth.
With an increase in cookie consumption and U.S. consumers looking for indulgent yet healthier choices, Barilla’s decision to broaden its cookie selection is a strategic one. Additionally, the company has recently announced a substantial relaunch in Japan, planning to double its marketing budget through an ambitious campaign encompassing television and social media.
Barilla’s move to expand its product range aligns with trends observed among other food manufacturers, such as Entenmann’s and Hostess, who are also aiming to diversify their portfolios and boost revenue with new offerings. One can expect more innovative products from Barilla in the near future, especially as they continue to compete in a robust market.
As consumers explore different options, including those at varying price points like Citracal price, Barilla’s expansion could provide exciting new choices that meet diverse preferences. With this in mind, it’s anticipated that Barilla will continue to innovate and expand its offerings to cater to the evolving tastes of shoppers.