Travelers on French highways can now enjoy an authentic taste of Italy during their journey. Starting from October 10, Mulino Bianco — the iconic Italian biscuit brand from the Barilla Group — has launched a curated selection of four flagship products in 23 E.Leclerc motorway stations.
The initiative is a significant move in strengthening the brand’s presence in France, offering consumers “the possibility to enjoy a quality snack during their trip,” as the company stated. “This new distribution marks an important step for Mulino Bianco, enhancing its visibility in a high-traffic channel and enriching the consumer experience,” said François-Xavier Havard, Label PME+ Barilla Group.
The partnership with E.Leclerc, one of France’s leading retail players, reinforces Mulino Bianco’s position in the French market, creating a bridge between Italian tradition and French convenience retail.
“This new listing is fully aligned with our mission: to accompany consumers on a journey with iconic flavors from around the world — even where they might not expect them. Even on the highway,” added a company spokesperson. The project was made possible through the collaboration with EPIDIS, the retail distribution team by TWF, which coordinated the rollout across the service stations.
The initiative not only broadens Mulino Bianco’s reach beyond traditional grocery channels but also aligns with Barilla’s commitment to “bringing moments of Italian quality to everyday life”.
L’articolo Mulino Bianco Biscuits Now Available at E.Leclerc Service Areas proviene da Italianfood.net.
