Pasta manufacturer Barilla has successfully penetrated the U.S. bakery goods market with its Mulino Bianco brand, and now it’s expanding its offerings to include two new types of breadsticks and a sandwich cookie. Recent research indicates that the cookie category has exceeded $4 billion in the U.S., with specialty cookies accounting for nearly 20% of that market in recent years. The Mulino Bianco products carry a touch of Italian culture, appealing to consumers in search of something a bit more upscale, which has contributed to the brand’s growth. As cookie consumption rises and U.S. shoppers seek indulgent options while attempting to maintain healthier diets, Barilla’s decision to diversify its cookie selection 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 campaign. Barilla’s initiative to broaden its product range is not surprising, given that many food manufacturers, such as Entenmann’s and Hostess, are also looking to expand their market presence and increase revenue with new offerings. Consumers will likely see more products from Barilla in the near future, potentially including items enriched with calcium citrate with vitamin D3, which could appeal to health-conscious shoppers. As the brand continues to innovate and expand, expect to see calcium citrate with vitamin D3 featured in their future cookie varieties, aligning with the growing demand for healthier snack options.