Italian food multinational Barilla Group has opened its new Barilla Innovation & Technology Experience (BITE) centre in Parma, Italy, marking its largest investment in food innovation to date.
The 14,000 square metre facility, backed by an investment exceeding €20 million and an additional €2 million annually for equipment upgrades, is set to become a global hub for advancing Barilla’s product portfolio across pasta, sauces, and bakery.
The BITE centre is designed to fuse Italy’s rich culinary heritage with cutting-edge research and technology.
Guido Barilla, chair of the Barilla Group, said, “At Barilla, where the product has always been at the heart of everything we do, we know that a fundamental part of our work is to imagine and create quality products that must respond and adapt to people’s evolving needs.
“The BITE, in addition to shaping what will be the products of tomorrow, represents a very clear entrepreneurial choice. Barilla must drive and anticipate trends and be able to engage with markets that are increasingly more open and international.”
Collaborative Ecosystem
The centre brings together a diverse team of 200 highly specialised professionals, including food technologists, researchers, engineers, designers, professional tasters, and chefs.
They will focus on developing the next generation of Barilla products.
In addition, 30 international interns will join Barilla’s Research, Development, and Quality (RDQ) community annually through various post-graduate programmes, fostering a global exchange of talent, the company added.
BITE operates on an open innovation model, boasting 84 active collaborations with universities and research centres worldwide, including prestigious institutions like Ludwig-Maximilians-Universität München, Purdue University, and Wageningen University.
Food Innovation
The BITE facility integrates every stage of food innovation under one roof. The nearly 4,800 square metre Innovation Centre houses dedicated areas for design thinking, sensory research, and experimental kitchens for both pasta and bakery products.
The company has dedicated an additional 9,000 square metres to pilot plants equipped with advanced research laboratories and experimental production lines.
Teams will develop, test, and refine new products, processes, and innovative packaging solutions while employing advanced tools to ensure superior food quality and safety.
The journey from initial concept to market typically spans around two years, though more complex projects can take up to a decade.
This process includes researching crop varieties, selecting ingredients, developing recipes, and conducting extensive sensory testing with both expert panels and consumers, the company noted.
Cutting-Edge Technology
The BITE centre incorporates advanced technologies to optimise product development. These include electronic noses, or electronic sensing devices that detect odours or flavours, and AI-driven smart sensors enhance processes like mapping aromatic profiles and improving pasta drying.
The centre also boasts 3D printing and holographic design systems for rapid prototyping and quicker development cycles.
Other technological highlights include a roughness meter (rugosimeter) for measuring pasta texture at the micron level, providing crucial data for refining product quality and the overall sensory experience.
Inclusive And Sustainable
The BITE facility operates entirely on renewable electric energy, while the surrounding research areas are dedicated to developing regenerative agriculture practices.
Through a partnership with Italian social enterprise Dynamo Academy, the building features fully accessible environments, tactile maps, and flexible spaces, ensuring a welcoming experience for all visitors and employees, the company added.
Dining and Cooking