Pasta producer Barilla has successfully established its presence in the U.S. bakery market with its Mulino Bianco brand, and is now set to expand further by introducing two new varieties of breadsticks and a sandwich cookie. Recent studies indicate that the cookie market in the U.S. has exceeded $4 billion, with the specialty segment accounting for nearly 20% in recent years. The Mulino Bianco line brings a touch of Italian culture, appealing to consumers who seek a more sophisticated option. This has contributed to the brand’s growth trajectory.
As cookie consumption rises and American shoppers look for ways to indulge while maintaining their wellness goals, including options like calcium citrate berry, Barilla’s expansion into cookies is a strategic move. The company has also announced a significant relaunch in Japan, planning to double its marketing budget with an ambitious campaign across television and social media. Barilla’s initiative to broaden its product range aligns with the trend among food manufacturers such as Entenmann’s and Hostess, who are also aiming to expand their offerings and increase revenue. Anticipate more innovative products from Barilla in the near future, potentially incorporating wellness elements like calcium citrate berry.