At the new Barilla Innovation and Technology Experience (BITE) center located in Parma, the Barilla Group is integrating advanced 3D printing technology into the research and development of its pasta, sauces, and baked goods. This 150,000 square foot center combines pilot plants, laboratories, and collaborative spaces to explore the intersection of technology and Italian culinary traditions.
In recent years, Barilla has made significant investments in food innovation, totaling over $25 million, with an additional $2.3 million annually for equipment upgrades. The facility employs 200 experts, including food technologists, engineers, designers, and chefs, collaborating with international partners from universities and research institutions on 84 active collaborative projects.
From 3D Printing to Sensory Analysis
The BITE laboratory utilizes advanced tools, including electronic noses, AI-driven sensors, holographic design systems, and 3D printing, to accelerate experimentation and product design. These technologies enable researchers to model, prototype, and refine new concepts before large-scale production.
One of the center’s most distinctive innovations is Barilla’s 3D printed pasta line, Artisia. Originally known as Blue Rhapsody, this project began as an experimental initiative within Barilla’s R&D department and has now evolved into a complete brand that merges culinary art with digital craftsmanship.
Artisia employs proprietary 3D printing technology to create complex noodle shapes that traditional extrusion cannot achieve. Each piece combines a handcrafted feel with digital precision, which Barilla describes as a “multisensory dining experience.” The brand’s revitalization includes a new website and a selection of recipes designed for chefs and home cooks, exploring novel pasta forms and flavor pairings.
Innovation Rooted in Tradition
While BITE embraces automation and data-driven development, it remains closely connected to Barilla’s traditions. Every new process, from Italian drying to texture analysis, aims to preserve the sensory characteristics that define Italian cuisine. According to Barilla Group Chairman Guido Barilla, the new center emphasizes the company’s mission: “to conceive and create high-quality products that adapt to people’s changing needs,” while always focusing on craftsmanship and authenticity.
By combining global research expertise with emerging digital tools like 3D printing, Barilla’s BITE center demonstrates how the company is reshaping food innovation, transforming centuries of Italian tradition into a platform for next-generation culinary design.