Guido Barilla, chairman of the Barilla pasta group, has a frontier in his sights: the wok.
With 85 per cent of Barilla’s €4bn business exposed to slowing economies in Europe, and most of the rest to the US, selling pasta to the Asian consumer is a priority for the largest pasta maker by revenues.
“It’s extremely important that we redesign some products to be used in the wok,” says Mr Barilla in an interview.
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