Italian food group Barilla has announced that former Unilever executive Claudio Colzani is to be the company's new CEO. The move comes shortly after Barilla revealed it was looking to offload its German bakery business Lieken. Taken together, these moves provide a signal of the firm's underlying strategy - with a focus on its core consumer brands likely to take centre stage. Barilla is the world's largest pasta producer and therefore looks particularly threatened by the growth in private labels, with pasta proving to be a sector for which the advantages of branded products are harder to convey. However, with strong brands and a focus on its premium positioning alongside innovation, we believe Barilla is likely to be able to keep this threat at bay over the longer term.
Source: http://goo.gl/ADkBZ
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