Barilla has made the decision to discontinue its range of grain-free pasta products sold under the Tolerant Foods brand in the US. The Italian company plans to focus on promoting “pasta options” under its own Barilla brand. According to a Barilla spokesperson, this shift will not have any impact on the company’s employees. The products under the Tolerant Foods brand are expected to remain available for sale until at least May, and possibly longer depending on retail availability.
“In a rapidly evolving market landscape, we have decided to discontinue the Tolerant brand and its products,” the spokesperson explained. “Our focus is on prioritizing pasta options that offer a variety of nutrition benefits under our Barilla brand.”
Barilla’s line of pasta-type products, including those made from chickpeas and lentils, is sold alongside its traditional offerings in the US. The Tolerant Foods range also includes pasta alternatives made from these ingredients and has been available at retailers such as Whole Foods Market and Sprouts Farmers Market.
While Barilla does not disclose sales figures by market, its most recent annual report for 2022 revealed a group turnover of €4.66bn ($5.06bn). The report also highlighted growth in the US pasta market, with Barilla’s share increasing by 1.5 percentage points, driven by durum wheat-based products and better-for-you options.
In January 2023, Barilla completed the acquisition of US snack business Back to Nature from B&G Foods, marking a significant step in its US growth strategy. Guido Barilla, the chairman of Barilla, described the acquisition as a key milestone in the company’s journey to establish a strong presence in the US market.
Barilla’s US portfolio also includes the crispbread brand Wasa. The company continues to position itself for success in the evolving food and beverage industry trends, catering to the changing preferences of food and drink consumers. Sign up for our daily news round-up to stay updated on the latest industry insights and gain a competitive edge in the food and drink business.
