NORWALK, Conn. -- Barilla, Europe's largest brand of pasta, is mounting a frontal assault on America's fragmented pasta market. The U.S. marketing arm of the Parma, Italy-based company is switching over from a prior go-to-market system that was based on specialty importers to an aggressive marketing approach using food brokers, said Gianluigi Zenti, managing director for North America at Barilla America, based here. In an interview, Zenti said Barilla is positioning the brand at a slight ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive complimentary access to the SN salary survey data tables.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.