Barilla Group takes over US bakery brand Back To Nature

The Italian multinational specializing in the production of pasta and bakery is focusing more and more on the US market
Barilla Group takes over US bakery brand Back To Nature

The Italian food multinational Barilla announced has entered into an agreement to acquire Back to Nature, from B&G Foods, Inc. Back to Nature features a portfolio of plant-based, non-GMO products that compete in the United States cookies, crackers, granola, and nuts & trail mix categories. Founded in 1960, the brand is mainly distributed in the USA’s natural and specialty channels and is committed to providing people with good food made with nature-inspired recipes.

Barilla, a fourth-generation family-owned company founded in 1877 is an international company leading in pasta and bakery products, present in more than 100 countries. It has a strong bond with the United States, where it has operated since 1996 and is currently the #1 pasta brand. The acquisition of Back to Nature is consistent with Barilla’s long-term strategy to build a strong multi-brand bakery platform in the United States, where the group is already the market leader in the crispbread category with the Wasa brand.

Back To Nature-healthy bakery-Barilla

Barilla is currently a leader in the European bakery products sector and has expertise in, and a reputation for, healthy, good-for-you snacking products. The acquisition of Back to Nature provides Barilla with a strong platform from which to build and grow in the dynamic North American bakery marketplace.

At Barilla, we aspire to build a long-term and significant presence in the U.S. baking industry. This operation reminds me of when we first started our journey with pasta over 25 years ago and we are now the market leader. The acquisition of Back to Nature is a key step for this exciting journey,” says Guido Barilla, Chairman of the Barilla Group. “We focus all our business activities and products on health and indulgence, and hence Back to Nature was a natural choice. We are excited to see how our efforts will evolve in the future.”

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