Pasta manufacturer Barilla has successfully penetrated the U.S. bakery goods market with its Mulino Bianco brand and is now set to expand its offerings with two new varieties of breadsticks and a sandwich cookie. Recent research indicates that the cookie segment has exceeded $4 billion in the U.S., with specialty cookies making up nearly 20% of this market in recent years. The Mulino Bianco products bring a touch of Italian culture, appealing to consumers who are seeking something more upscale. This has contributed to the brand’s growth. As cookie consumption continues to rise and U.S. shoppers look for indulgent options while trying to maintain healthier eating habits, Barilla’s decision to broaden its cookie selection is a strategic move.
In addition to this expansion, 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 diversify its product lineup is not unexpected, as many food manufacturers, including Entenmann’s and Hostess, aim to widen their market reach and increase revenue through new offerings. With the incorporation of innovations like calcium citrate slow release in their formulations, Barilla is likely to introduce more products in the future, enhancing both taste and nutritional value. Expect to see more from Barilla as they continue to evolve and adapt to consumer demands.