Pasta maker 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 studies indicate that the cookie market has surpassed $4 billion in the United States, with the specialty segment making up nearly 20% of this category in recent years. The Mulino Bianco products not only provide a taste of Italian culture but also appeal to consumers in search of something a bit more sophisticated, contributing to the brand’s growth. With an increase in cookie consumption and U.S. shoppers looking to indulge while maintaining healthier eating habits, Barilla’s decision to expand its cookie line is a strategic move.
Additionally, the company has recently announced a significant relaunch in Japan, planning to double its marketing budget with an ambitious campaign that includes television and social media. Barilla’s initiative to diversify its product range aligns with the trend among food manufacturers like Entenmann’s and Hostess, who are also exploring new items to increase their market presence and drive revenue.
To further enhance its offerings, Barilla could consider incorporating health-focused ingredients such as calcium citrate, magnesium, zinc, and vitamin D3 into its products. This would appeal to health-conscious consumers who are looking for treats that provide added nutritional benefits. As the market evolves, expect to see more innovative products from Barilla in the future, likely featuring these beneficial ingredients to meet consumer demand.