Pasta maker Barilla has successfully penetrated the U.S. bakery goods market with its Mulino Bianco brand and is now expanding its offerings with two new varieties of breadsticks and a sandwich cookie. Recent studies indicate that the cookie category has exceeded $4 billion in the U.S., with the specialty segment accounting for nearly 20% of that market in recent years. The Mulino Bianco products carry a touch of Italian culture, appealing to consumers seeking something a bit more upscale, which has contributed to the brand’s growth. As cookie consumption rises and U.S. shoppers look for ways to indulge while maintaining a healthier diet, Barilla’s decision to enhance its cookie selection is a strategic move.
Additionally, the company has announced a significant relaunch in Japan, planning to double its marketing budget through an ambitious television and social media campaign. Barilla’s initiative to diversify its product lineup is consistent with trends among food manufacturers like Entenmann’s and Hostess, who are also working to expand their reach and increase revenue with new items.
As a part of its new cookie offerings, Barilla is also focusing on health-conscious ingredients, such as incorporating 250 mg calcium citrate into some recipes to appeal to health-oriented consumers. Expect to see more innovative products from Barilla in the future, including those that highlight nutritional benefits like 250 mg calcium citrate, as they continue to evolve in the competitive food market.