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Company: Barilla Group

Brand value: US$971 million

Headquarter city: Parma

Category: Food & Dairy

Year formed: 1877



Barilla pasta was first sold by Pietro Barilla in 1877 from a bakery in Parma, and has since grown to become the best-known pasta brand in the world, with over 160 shapes and sizes sold in more than 100 countries. Its distinctive blue packaging is instantly recognizable, and the Barilla name has come to be associated with Italian cuisine and know-how, both at home and abroad. The brand’s communications in Italy for many years featured the tagline “Dove c’è Barilla, c’è casa” (“Where there’s Barilla, it’s home”, and internationally Barilla is advertised as the choice of Italians. In France, for instance, it is promoted as "Les pâtes préférées des Italiens", the pasta preferred by Italians. In 2017, a campaign focused on the quality of ingredients and production was launched with the tagline “Guarda tu stesso” (“Look after yourself”) starring Paralympic champion wheelchair fencer Bebe Vio. Barilla launched a gluten-free range in 2014 to meet consumers’ changing needs, and organic pasta in 2016. In 2017, the brand celebrated 140 years of history, focusing on its passion for pasta – from the wheat field to the table – and a commitment to quality, great dining experiences, and doing good for the environment. Barilla’s “Good for you, good for the planet” mantra underpins its communications, community and environmental projects, and is behind its openness regarding supply chains and production. Barilla is in its fourth generation of Barilla family ownership and is controlled by three brothers, chairman Guido Barilla, and vice chairmen Luca Barilla and Paolo Barilla.