How can we bring the excellence of Italian culinary tradition into the future? How can we transform everyday products into experiences that surprise the senses, create emotions, and accompany people in moments of pleasure, sharing, and discovery? The answer for Barilla Group is the Barilla Innovation & Technology Experience (BITE) in Parma, marking the company’s most significant investment in food innovation in recent years. With almost 14,000 m², more than €20 million invested and an addit...