Key Highlights of the centre:
Investment: Over $25 million, with an additional $2.3 million annually for upgrades.
Size: 150,000 square feet, including pilot plants and laboratories.
Workforce: 200 professionals and 30 interns per year.
Collaborations: 84 active partnerships with universities and research centres.
Tasting: Over 1,000 samples evaluated annually by certified experts.
Guido, Paolo and Luca Barilla
Barilla Group has officially launched its Barilla Innovation & Technology Experience (BITE), a state-of-the-art facility designed to enhance the company’s food innovation capabilities across its pasta, sauces and bakery product lines.
This initiative marks Barilla’s largest investment in food innovation to date, with over $25 million allocated to the 150,000 square-foot centre, which aims to redefine the future of Italian culinary tradition through advanced research and technology.
BITE, located in Parma, Italy, will serve as a global hub for product development, bringing together a diverse team of 200 specialists, including food technologists, engineers, chefs and designers.
The centre is not only focused on product innovation but also highlights collaboration with international experts and academic institutions. Currently, Barilla has established 84 active partnerships with universities and research organisations worldwide, fostering a culture of open innovation.
Guido Barilla, chairman of the group, noted the strategic importance of this facility: “At Barilla, the product has always been at the heart of everything we do. The BITE represents a clear entrepreneurial choice to drive and anticipate trends in an increasingly open and international market.”
The BITE facility integrates all stages of product development under one roof, from initial concept brainstorming to market-ready products.
It features dedicated areas for design thinking, sensory research and experimental kitchens, alongside pilot plants equipped with advanced laboratories and production lines. This streamlined process allows Barilla to develop and refine new products, typically taking around two years to bring innovations from concept to market.
Michele Amigoni, head of RDQ at Barilla Group, added: “Innovating means placing people’s desires at the centre. The BITE will be a centre open to the world, where it will be possible to see, touch and understand how Barilla envisions the future of food.”
Among the cutting-edge technologies utilized at BITE are AI-driven smart sensors and 3D printing, which facilitate rapid prototyping and optimize production processes.
This technological integration aims to enhance product quality and consistency, ensuring that Barilla maintains its reputation for excellence across more than 100 countries.
Barilla’s commitment to sustainability is evident in the design of the BITE facility, which operates on renewable energy and promotes regenerative agricultural practices. The centre also incorporates inclusive design principles, ensuring accessibility for all visitors.
As Barilla continues to expand its global reach, the BITE facility positions the company to lead in food innovation, responding to evolving consumer preferences while staying true to its Italian heritage.
With over 30 interns joining the RDQ community annually and a robust startup ecosystem generating 1,200 applications from 41 countries since 2019, Barilla is poised to shape the future of the food industry.
Dining and Cooking