Key Takeaways
- Barilla has inaugurated its new BITE (Barilla Innovation & Technology Experience) center in Parma, representing a major investment in food innovation.
- The facility spans 150,000 sq. ft., bringing together R&D, pilot plants, testing labs, and product design functions under one roof.
- More than 200 professionals and 30 annual interns will work on new products for global markets.
- Technologies include AI-driven sensors, 3D prototyping, electronic nose systems, and advanced texture analysis tools.
- BITE strengthens Barilla’s global innovation network with more than 80 collaborations worldwide.
Barilla Launches BITE Center to Advance Global Food Innovation
Barilla has unveiled its largest innovation investment in recent years with the opening of the Barilla Innovation & Technology Experience (BITE) in Parma. The $25 million facility—supported by an additional $2.3 million in annual equipment upgrades—serves as the Group’s new global hub for developing future pasta, sauces, and bakery products.
The center brings together 200 specialists, including technologists, designers, engineers, researchers, chefs, and certified tasting panels. Each year, 30 interns from Italy and abroad join the team through dedicated training programs.
Guido Barilla, Chairman of the Barilla Group, said the investment reflects the company’s long-term commitment to anticipating consumer needs and shaping globally relevant food products.
Integrates R&D, Sensory Labs, and Pilot Plants Under One Roof
Covering 150,000 square feet, the new facility includes 52,000 square feet dedicated to the Innovation Center and nearly 97,000 square feet of pilot plants. These areas house advanced labs, experimental kitchens, and test production lines. Teams work across the full development cycle—from crop variety research and formulation to sensory testing and packaging design.
Michele Amigoni, Head of RDQ at Barilla, noted that innovation starts with understanding people’s expectations around food and nutrition. The center includes tools such as AI-driven sensors, a digital “electronic nose,” 3D printing, holographic design systems, and precise pasta roughness measurement instruments to support product evaluation and consistency.
Barilla Expands Global Partnerships and Sustainability Efforts
The BITE center anchors Barilla’s international network of 84 collaborations with global universities and research organizations. It also reinforces its startup engagement through the Good Food Makers accelerator, which has attracted more than 1,200 applications from 41 countries.
The facility runs on renewable electricity and incorporates inclusive design features developed with Dynamo Academy, including tactile maps and accessible spaces. Adjacent research areas support Barilla’s work in regenerative agriculture.
