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Barilla To Bolster Its Pasta Brands To Counter Private Label Threat

July 1, 2012: 07:05 PM EST
Recent moves by Italian food group Barilla – hiring a new CEO and selling its German bakery business – portend a revamped primary strategy, according to BMI Western Europe Food and Drinks Insights. The world’s largest pasta producer is being threatened by growth in private label pastas, probably due to the challenges associated with conveying the unique advantages of a pasta brand. To counter this threat, Barilla will focus more heavily on its core consumer pasta products, building and supporting the brands, and paying closer attention to innovation. Will it work? “We believe Barilla is likely to be able to keep this [private label] threat at bay over the longer term.”
"Barilla Announcements Fit With Branded Focus", Food and Drinks Insights, July 01, 2012, © Business Monitor International Ltd
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