How Barilla leveraged Witailer Studio to dominate the sugar-free segment and boost sales by 41% YoY
Barilla, a leading global food company, noticed a significant rise in the "free" segment since 2021, particularly in sugar-free products. However, Mulino Bianco, Barilla's bakery brand, was not capitalizing on these emerging niches, missing out on potential market share. Competitors like Misura were effectively exploiting these sub-categories, especially on keywords related to "sugar-free." Barilla needed a strategy to enter and dominate these growing niches.
Using Witailer Studio, Barilla identified a surge in demand within the sugar-free niche. The Barilla e-commerce team took a structured approach:
- Identification: Barilla identified the rising demand in the sugar-free segment and recognized the lack of presence in keywords related to "sugar-free";
- Selection: Barilla selected the "Mulino Bianco Armonia" product line to target the sugar-free niche. They gradually uploaded the right offline assortment to enter this growing market;
- Optimization: Barilla worked on highlighting the unique value proposition (UVP) of the Mulino Bianco Armonia line, optimizing titles, descriptions, A+, and dedicated sections in the Brand Store to enhance conversion while maintaining the Mulino Bianco brand identity;
- Push: by coordinating advertising, content, and business insights, Barilla aggressively targeted keywords related to the sugar-free subcategory through Sponsored Products, Sponsored Brands, and Display formats, significantly boosting sponsored discoverability in the short term.
