Roberto Buttini

COMBINING TRADITION
WITH INNOVATION
FOOD PYRAMID: REFORMULATION OF EXISTING
PRODUCTS AND LAUNCH OF NEW PRODUCTS
120
85
reformulated products since 2012 % of volumes fully in line with Barilla’s
according to Double Pyramid principles
Nutritional Guidelines
Barilla’s Commitment: salt, fat and sugar reduction;
no hydrogenated fats; wholegrain cereals increase
BUILDING ON TRADITION
The recovery of tradition touches emotional
cords
• Rediscovery of genuine granmother’s recipe,
and less processed, recovery of some localism
• Return to simple, authenthic and sincere
tastes
BUILDING ON TRADITION
For the industry the challenge is to
• pick an archetype from the tradition,
recognized from everyone
• reinterpreting into an industrial, convenient,
packed, affordable, long lasting products
• on an efficient and fast industrial line
BUILDING ON TRADITION
FOCACCELLE (FOCACCIA BREAD SNACK)
FOCACCIA MARKET
THE FOCACCIA IN ITALY
Focaccia Veneta
Crescia
Focaccia
genovese
Focaccia Barese
Focaccia
di Recco
Strazzata
Sfincione
Focaccia
Fiorentina
Focaccia
Messinese
FOCACCIA MARKET
FOCACCIA MARKET
CONVENIENCE
• SINGLE SERVING
• SOFT FOR 60 DAYS
AFFORDABILITY
• SOFT SNACK 33 CENTS€
BREAKTHROUGH INNOVATION COMBINED WITH
TRADITIONAL PRODUCT BASE
The technical challenge: the Bread has very basic recipe and is
becoming stale quite soon
TRADITION
CONVENIENCE
How to produce a Focaccia Snack, shelf stable, ready to use,
long shelf life, always soft, clean label, in a snack convenient
format, with a balanced nutritional profile, on a fast running
efficient production line (40.000 pieces/hour) ?
How we succeeded?
BREAKTHROUGH INNOVATION COMBINED WITH
TRADITIONAL PRODUCT BASE
In Barilla we are good at extending the shelf life, without using
chemicals but working on recipes and processes
We developed a patented process combining the artisanal
production of Focaccia process with long shelf life Bread and
Cakes industrial technologies, to guarantee the softness over the
shelf life
NUTRITIONAL PROFILE
NUTRITIONAL PROFILE IN LINE WITH BARILLA PROACTIVE GUIDELINES
100 g
Portion
Kcal
350
115
Sugars g
2,5
0,8
Fats g
16,6
5,5
Sat Fats g
3,0
1,0
Fibers g
3,8
1,3
Salt g
2,0
0,7
NO ADDED SUGARS
LESS FATS VS MINICAKES
LESS SALT AND KAL VS
CRACKERS PORTION
WHAT THE OTHERS SAYS ABOUT FOCACCELLE?
MINTEL: Barilla opts for the simplest approach in snacking
Versatile, simple, traditional…
• Barilla’s Mulino Bianco Focaccelle is
very simple: smaller format of soft
bread snack
• Convenient: to ‘whenever and
wherever’
• Healthy: Free from preservatives,
hydrogenated fats and colourings.
• Traditional Mediterranean taste:
with cherry tomatoes, with black
olives, and with extra virgin olive oil.
• The line has sold €20 million in 44
weeks, reaching about 90%
distribution
Source: Mintel GNPD
BUSINESS RESULTS
Launched in Italy in May 2014
New launch n.1 in Italy in Food, with NS 17 Mill€
in 8 months
(Nielsen)
and 70 Mio pieces sold
This is the product presented by
Antonio Banderas
BUSINESS RESULTS
Still open challenges, and what we learnt:
• Frequency still to be stimulated, since the
product is still not in the people shopping list
• Gap in product experience vs expectations in
direct comparison with the artisanal archetype
PANE + CIOCCOLATO
(BREAD + CHOCOLATE)
PANE + CIOCCOLATO (BREAD AND CHOCOLATE)
Bread Mkt in Italy 3,5 Mio
tons
Industrial = 450 Ktons
Bread = still artisanal and
traditional
Minicakes Mkt in Italy = 850 Ktons
Perceived as unhealthy and too processed
SIMPLE AS BREAD + CHOCOLATE
1
2
3
4
BREAKTHROUGH INNOVATION COMBINED WITH
TRADITIONAL PRODUCT BASE
The technical challenge: manage water migration from bread
to the chocolate
TRADITION
SIMPLICITY
How to produce a Bread with Chocolate bar, shelf stable, ready
to use, long shelf life, always soft, clean label, in a snack
convenient format, with a balanced nutritional profile, on a fast
running efficient production line (20.000 pieces/hour) ?
How we succeeded?
BREAKTHROUGH INNOVATION COMBINED WITH
TRADITIONAL PRODUCT BASE
In Barilla we are good at extending the shelf life, without using
chemicals but working on recipes and processes
We developed a patented process that starts from liquid
chocolate deposited in special conditions as a bar within the
sliced bread, combined with solutions to slow down the water
migration and to preserve the product stability
NUTRITIONAL PROFILE
NUTRITIONAL PROFILE IN LINE WITH BARILLA PROACTIVE GUIDELINES
MARKET AVERAGE (100 g)
100 g
Portion
Kcal
377
141
418
Sugars g
25,0
9,4
26,5
Fats g
14,1
5,3
20,6
Sat Fats g
6,6
2,5
10,7
Fibers g
3,8
1,4
BUSINESS RESULTS
Launched in Italy in September 2015
New launch n.1 in Italy in Minicakes, with NS 5
Mill€ in 4 months
(Nielsen)
and 20 Mio pieces sold
This is the product presented by
Antonio Banderas
Thank you!