Mulino Bianco launches all-day breakfast pop-up in Milan

An AstraRicerche survey conducted for Mulino Bianco reveals shifting breakfast habits in Italy. The study shows that 63.2% of respondents consume breakfast-related products at other times of the day, while 31.5% enjoy a full breakfast outside of traditional morning hours. This trend is most prominent among younger generations, with 38% of Gen Z and Millennials identifying as all-day breakfast consumers, compared to 22% of Baby Boomers.

In response to these changing consumer patterns, Mulino Bianco has launched the Mulino Bistrò in Milan. Running from October 2 to October 11, the initiative features the 'Mulino Breakfast Week' at the Fonderia Napoleonica in the Isola district. The pop-up space operates from 8:00 to 20:00, offering both sweet and savory gourmet breakfast options throughout the day. Laura Signorelli, Equity Director Bakery Italy at Barilla, stated that the concept aims to provide an experience of quality, sharing, and entertainment, allowing consumers to enjoy products in a more flexible, social setting.