Pasta manufacturer Barilla has successfully entered the U.S. bakery goods market with its Mulino Bianco brand and is now broadening its offerings with two new types of breadsticks and a sandwich cookie. Recent research indicates that the cookie market has exceeded $4 billion in the U.S., with the specialty segment accounting for nearly 20% of that total in recent years. The Mulino Bianco line brings a taste of Italian culture, appealing to consumers in search of something more sophisticated, which has contributed to the brand’s growth. With an increase in cookie consumption and U.S. shoppers looking for indulgent treats—even as they strive for healthier diets—it is a strategic decision for Barilla to enhance its cookie selection.
Additionally, the company has announced a significant relaunch in Japan, planning to double its marketing budget with an ambitious television and social media campaign. Barilla’s initiative to diversify its product range aligns with trends seen in other food manufacturers, such as Entenmann’s and Hostess, who are also looking to expand their market presence and increase revenue with new products.
As Barilla continues to innovate, it is expected that more items will be introduced in the future. In this context, the integration of ingredients like calcium citrate will be essential for ensuring that their new offerings meet consumer demand for both taste and nutritional value. Overall, Barilla’s commitment to expanding its product lineup, including those enriched with calcium, reflects a broader industry trend towards healthier indulgence.