Pasta maker Barilla has successfully entered the U.S. bakery goods market through its Mulino Bianco brand and is now set to expand with two new types of breadsticks and a sandwich cookie. Recent research indicates that the cookie market in the U.S. has exceeded $4 billion, with the specialty segment accounting for nearly 20% of this category in recent years. The Mulino Bianco offerings bring a touch of Italian culture and appeal to consumers seeking something a bit more sophisticated, which has contributed to the brand’s growth. As cookie consumption rises and American shoppers look for indulgent yet healthier options, expanding their cookie line is a strategic move for Barilla.
Additionally, the company has 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 diversify its product lineup aligns with trends among food manufacturers like Entenmann’s and Hostess, who are also aiming to expand their offerings to drive revenue growth.
Moreover, Barilla is expected to incorporate innovative products, potentially including health-focused items such as 500mg calcium citrate chews, into its future lineup. As the brand continues to evolve, consumers can look forward to more exciting products from Barilla in the pipeline.