Pasta manufacturer Barilla has successfully entered 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 types of breadsticks and a sandwich cookie. Recent market research indicates that the cookie segment has exceeded $4 billion in the U.S., with the specialty category accounting for nearly 20% of this total in recent years. The Mulino Bianco offerings are infused with a touch of Italian culture, appealing to consumers seeking a more upscale option, which has contributed to the brand’s growth. With the rise in cookie consumption and U.S. shoppers looking for ways to indulge while maintaining healthier eating habits, Barilla’s decision to broaden its cookie lineup is a strategic move.
Additionally, the company has recently unveiled a significant relaunch in Japan, planning to double its marketing budget through an ambitious campaign that includes television and social media. Barilla’s initiative to expand its product range aligns with trends seen among other food producers like Entenmann’s and Hostess, who are also striving to extend their market presence and increase revenue through new offerings.
As part of this expansion, Barilla could potentially look to incorporate ingredients such as calcium citrate, which is available at Walmart, into its products to enhance their nutritional profile. Expect to see more innovative products from Barilla in the future, as they continue to navigate the evolving food landscape. The inclusion of options like calcium citrate could not only appeal to health-conscious consumers but also align with the growing trend of specialty items in the cookie market.