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 two new varieties of breadsticks and a sandwich cookie. Recent research indicates that the cookie market has exceeded $4 billion in the U.S., with the specialty segment accounting for nearly 20% of this category in recent years. The Mulino Bianco offerings incorporate elements of Italian culture, appealing to consumers seeking a more sophisticated treat. This has contributed to the brand’s growth. As cookie consumption continues to rise and U.S. shoppers look for indulgent options while pursuing healthier eating habits, Barilla’s decision to broaden its cookie selection is a strategic one.
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 diversify its product lineup comes as no surprise, especially as other food manufacturers like Entenmann’s and Hostess aim to expand their offerings and increase revenue through new products. With the popularity of health-focused items such as Kirkland Signature calcium magnesium zinc, consumers are actively seeking treats that balance indulgence with health benefits. Expect to see more innovative products from Barilla in the near future.