Pasta producer Barilla has successfully entered the U.S. bakery market with its Mulino Bianco brand and is now broadening its offerings by introducing 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 specialty cookies accounting for nearly 20% of that market. The Mulino Bianco line infuses a touch of Italian culture that attracts consumers seeking something a bit more sophisticated, which has contributed to the brand’s growth. With the rising popularity of cookies and U.S. consumers looking for indulgent yet healthier options, Barilla’s expansion into cookies 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 initiative. Barilla’s expansion of its product range aligns with a trend where more food manufacturers, like Entenmann’s and Hostess, aim to extend their reach and increase revenue with innovative items. As part of this growth strategy, Barilla is also expected to introduce new products that include calcium citrate with vitamin D petites, which will cater to health-conscious consumers.
In summary, Barilla’s efforts to diversify its offerings, including the introduction of calcium citrate with vitamin D petites, is a reflection of the evolving market demands. Expect more innovative products from Barilla in the near future, especially as they continue to explore the potential of the cookie category and other health-oriented items.