Barilla Eyes Big Opportunity in Irish Pasta Market
Barilla Food Company, which has annual revenues of €3.9 billion, is home to the world’s leading pasta brand. From May 2014, Barilla is launching a line of dried pastas and pasta sauces on the Irish market, and the company has ambitious plans for Ireland. Supermarket listings include Tesco, Supervalu and Dunnes Stores, as well as food service and catering wholesalers.
Barilla, which is produced in Parma, is a clear brand leader in the Italian pasta market with a 35% market share. Barilla’s success is built on its ability to deliver everyday high quality pasta. Through its use of durum flour and a dedicated research team, Barilla delivers the perfect pasta which remains al dente, does not break while cooking and is not clumpy or gluey.
Stafford Lynch, Ireland’s leading privately owned distributor is managing the distribution and marketing for Barilla. Commercial director Fergus Murphy says: “We look forward to replicating Barilla’s worldwide success, in the Irish market. The feedback from trade and consumers has been excellent to date, and we expect to build on this over the coming months.”
Ireland, with an average consumption of 2 kilos of pasta per person per year lags behind the European average. Countries like Germany and France average 7.5 kilos per person, whilst consumers in Italy, the home of pasta, eat a massive 24.4 kilos.Fergus Murphy says: “These figures show there is still some way to go with the development of the pasta market inIreland.” Barilla has also recognised this opportunity, and is investing a six figure sum in a strong marketing campaign.
To kick start this campaign, Irish TV chef Catherine Fulvio will work alongside Barilla to support its launch in Ireland, with a programme of cookery demonstrations, recipes and tastings. Catherine Fulvio, with her Italian culinary expertise will help to introduce the Irish consumer to the everyday tastes and flavours of Italy.
The Barilla “Create your Daily Love Story” campaign will be an integrated campaign covering everything from in-store promotions and sampling, to radio, social media and cookery demonstrations with Catherine Fulvio.
The initial Barilla range being launched on the Irish market includes Spaghetti, Penne, Fusilli, and Tagliatelle varieties of dried pasta, along with delicious sauces including Basil, Arrabbiata, and Olive varieties.
