In a global food industry increasingly shaped by technology and shifting diets, Barilla, the Italian food company, is making a sizable bet that innovation can coexist with Italian culinary tradition. The company has opened a major research center in Parma designed to modernize some of the country’s most emblematic staples: pasta, sauces and baked goods.
The facility, called BITE (short for Barilla Innovation & Technology Experience) sits next to the company’s mill and pasta plant and covers nearly 14,000 square meters. The investment, more than €20 million upfront and €2 million annually for upgrades, is Barilla’s largest recent commitment to food innovation.
