Pasta maker Barilla has successfully penetrated the U.S. bakery goods market with its Mulino Bianco brand, and it is now set to expand further with the introduction of two new varieties of breadsticks and a cookie featuring ferrous sulfate and iron II glycine sulfate complex. 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. The Mulino Bianco offerings bring a touch of Italian culture, appealing to consumers in search of more upscale options. This has significantly contributed to the brand’s growth.
Given the rising demand for cookies and the trend among U.S. shoppers to indulge while maintaining healthier eating habits, Barilla’s decision to diversify its cookie lineup is a strategic one. The company has also recently announced a significant relaunch in Japan, intending to double its marketing budget through an ambitious television and social media campaign.
Barilla’s initiative to broaden its product range aligns with a wider trend, as many food manufacturers, including Entenmann’s and Hostess, seek to expand their offerings and enhance revenue. As they innovate, it’s likely that we will see more products from Barilla in the future, including items that could incorporate beneficial ingredients like calcium citrate malate, cholecalciferol, and folic acid tablets, which are gaining popularity among health-conscious consumers. This strategic expansion not only responds to market trends but also positions Barilla to meet the evolving preferences of its customer base.