Grupo Bimbo

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Grupo Bimbo S.A.B. de C.V.
Type Sociedad Anónima Bursátil de Capital Variable
Traded as BMV: BIMBO
Industry Food processing
Founded 1945
Headquarters Mexico City, Mexico
Area served Worldwide
Key people Daniel Servitje (Chairman of the Board and CEO)
Products Bread products, candies, pastries etc.
Revenue Increase US$ 13.1 billion (2012)[1]
Net income Decrease US$ 155.6 million (2012)[1]
Employees 125,000
Divisions Bimbo Bakeries USA[2]

Grupo Bimbo, S.A.B. de C.V. (Spanish pronunciation: [ˈbimbo]; BMV: BIMBO) is the largest Mexican-owned baking company,[3] with operations in the Americas, Asia and Europe. It has headquarters in Santa Fe and in Álvaro Obregón, Mexico City.[4][5]


The name Bimbo was first coined in 1945 when the company switched from Super Pan S.A. A mixing of the words bingo and Bambi.[6] Bimbo's innocent, childlike associations fit the image the company wished to build. The English word bimbo, with its negative connotations, has no cognates in Spanish. There may be some resistance to the name in English-speaking areas, as evidenced by a Say "Beembo!" advertising campaign in the United States.[7] In connection with this campaign, a company representative was quoted as saying that the name is derived from the Italian word bambino, meaning little boy.

"Bimbo" is a trademark for bread in Latin America and Spain.[8]


Grupo Bimbo was established in Mexico in 1945 by Lorenzo Servitje, Jose T. Mata, Jaime Sendra and Jaime Jorba. It became the world's most important baking company in brand and trademark positioning, sales and production volume around the world. It became the world's largest bread manufacturing company in 2012, reporting $13.1 billion in sales, a steep increase from 2004 sales of $4.67 billion. In Mexico and Latin America, the company is the market share leader, selling over 10,000 products under more than 100 household brands including: Bimbo, Marinela, Sara Lee, Fargo, Lactal, Bimbo España, Silueta, Eagle, Barcel, Ricolino, Tia Rosa, Dulces Vero, Oroweat, Arnold, Mrs Baird’s, Thomas’, Brownberry, Entenmann’s, Pullman, Plus Vita and Nutrella.

Grupo Bimbo products are sold in 19 countries worldwide including: Mexico, Brazil, Guatemala, El Salvador, Costa Rica, Colombia, Venezuela, Peru, Chile, Argentina, Uruguay, Honduras, Nicaragua, Panama, Paraguay, United States, China, Spain and Portugal. It operates 144 plants (40 in Mexico and 104 abroad), two trading agencies and eight joint ventures.

Grupo Bimbo has the most extensive distribution network in Mexico and one of the largest in the Americas, with over 52,000 routes. It includes more than 2.2 million sales points across 19 countries.

Since 1980, Grupo Bimbo shares have traded on the Mexican Stock Exchange. It comprises six organizations and a corporate department that operates companies in the food industry. The company makes the majority of the machinery used in its factories through its industrial development branch, as well as a large part of their product packaging.

In 1964, Grupo Bimbo introduced sliced bread in Spain. In 1978, the Mexican group sold all its shares and the Spanish firm operates independently.[9] The Portuguese and Spanish Bimbo were acquired by Sara Lee in 2001.[10] Many still refer to the bread as "pan bimbo".[citation needed] In 2011 Group Bimbo acquired Bimbo Spain and Portugal from Sara Lee and renamed it Bimbo Iberia.[11]

The corporate image, a small white teddy bear, was inspired by a Christmas card sent by the grandson of the company's mascot and founder to his grandmother during the early 1950s.[citation needed] The teddy bear in the picture was stripped of its clothes and given a white apron and a chef's hat.[citation needed] To represent Grupo Bimbo, which also encompasses non-food related companies, a new more conventional logo was developed. However, the white teddy bear remains the image the general public most relates to Bimbo as a brand.

Along with ConAgra, Flowers Foods, and Little Debbie-baker McKee Foods, Grupo Bimbo expressed interest in acquiring Twinkies from Hostess Brands. Hostess applied for final liquidation and bankruptcy following a baker's union strike.[12] Grupo Bimbo acquired the Beefsteak brand of rye bread, which reappeared on store shelves in 2013.

Net sales[edit]

Year Total net sales (in US$ billions) Foreign sales (percentage)
2009 8.9 55
2010 9.2 53
2011 10.7 54
2012 13.1 59


On December 10, 2008, Grupo Bimbo bought WFI (Weston Foods Inc.) a subsidiary of George Weston Ltd. for $2.38Өny in the USA and the only bakery in the USA with a national footprint. Brands include Arnold, Boboli, Brownberry, Entenmann's, Freihofer's, Stroehmann and Thomas', plus 22 factories and 4,000 delivery trucks.[13][14]

On November 9, 2010, Sara Lee Corporation sold its North American Fresh Bakery unit to Grupo Bimbo. The $959 million deal gives Sara Lee the right to continue using the Sara Lee name on frozen desserts and meat products. Grupo Bimbo will use the Sara Lee name for fresh-baked products around the world except for Western Europe, Australia and New Zealand. The deal added 41 plants and regional brands Grandma Sycamore's, Heiner's and Rainbo. Adding to its Horsham, Pennsylvania-based Bimbo Bakeries USA, Grupo Bimbo planned to significantly expand its coverage of the United States.[15]

On October 10, 2011, Grupo Bimbo bought Sara Lee's operations in Spain and Portugal.

On November 19, 2012, Forbes Magazine reported Grupo Bimbo is considering buying the bankrupt bakery company Hostess Brands, Inc.

On February 28, 2013, Bimbo won the bid to purchase Beefsteak brand bread for $31.9 million from Hostess Brands, Inc.


Grupo Bimbo is shirt sponsor for three teams of Mexicos top-flight professional soccer league, Primera Division (First Division). Grupo Bimbo's logo can be seen on the front of the América, Chivas de Guadalajara, and Monterrey teams jerseys. They are also the shirt sponsor for Saprissa of Costa Rica and five-time Primera División champions A.D. Isidro Metapán and the Panamanian soccer team San Francisco F.C. that plays in Liga Panameña de Futbol. On January 11, 2011, Bimbo, whose United States operations are headquartered near Philadelphia, became the jersey sponsor for the Philadelphia Union of Major League Soccer, Also in the 2014 sponsors Audax Italiano of the Primera División in Chile, with its brand Ideal, the first South American club to have this sponsorship.

Delivery trucks[edit]

The * BimboTrucks Collection.

Up to twenty different truck models have been used as Bimbo delivery trucks since the late 1930s. These include 1960s Ford vans, 1990s Chevrolet, Renault, Dodge and Nissan. Mercedes Sprinter delivery vans are currently used.[citation needed] While Bimbo's 1950s vehicles were beige, Wonder, Marinela, Barcel and Bimbo trucks have been white since the 1960s, with Tía Rosa trucks remaining beige. Ricolino started using small leisure activity vehicles (Peugeot Partner and Renault Kangoo) coloured in royal blue.[citation needed] Twelve plastic 1:60 models of Bimbo trucks were released in 1998, ranging from the 1940s and 1950s beige panels from the 1990s electric van, and a special edition trailer. These were available in delivery vans and special packages where available, containing the blank model and stickers for the proper decoration.

Main brands[edit]

Bimbo delivery truck in El Salvador
  • Arnold is a brand of loaf bread primarily sold throughout the United States and Mexico.
  • Ball Park (Buns) is a hot dog and hamburger bun brand.
  • Barcel is a Mexican brand producing potato chips and other confections, such as Duvalín, primarily sold throughout the United States and Mexico.
  • Bimbo breads and cakes are found in major United States cities with large Mexican and Mexican-American populations.
  • Boboli is a producer of ready made pizza crusts.
  • BranFruit brand cereal bars are sold only in Mexico.
  • Brownberry is a brand for specialty breads.
  • Cena is a Chilean budget bread brand.
  • Coronado cajeta and goat-milk caramel have been produced since 1932.
  • Eagle dried fruits.
  • EarthGrains 100% natural bread
  • El Globo is a Mexican fine pastry bakery founded in 1884 (bought in 2005 from Grupo Carso).
  • Entenmann's pastry products are sold in the United States.
  • Fargo is the leading producer and distributor of bread and baked goods in Argentina.[16]
  • Francisco
  • Freihofer's is a bread and pastry baker originally based in Troy, NY, United States.
  • Heiner's
  • Ideal is Bimbo's Chilean bread brand; though the Bimbo name is not used, Ideal shares the same logo as Bimbo.
  • Lara produces salted and sweet cookies.
  • LonchiBon brand instant microwave foods are sold only in Mexico.
  • Los Sorchantes brand for bread used in Uruguay
  • Marinela is a producer of Mexican cookies and snack cakes founded around 1950. In Colombia, the brand is known as Marisela. It also is sold throughout the United States.
  • Martínez is a leading brand of cakes and pastries in Spain.
  • Milpa Real produces corn and flour tortillas, as well as tostadas in different variations.
  • Mrs. Baird's is a leading bakery primarily present in Texas and surrounding states.
  • Old Country
  • Oroweat loaf bread is primarily sold throughout the United States and Mexico.
  • Ortiz Spanish toasted bread company.
  • Plus Vita bread, cakes and cereal bars are produced and sold in Brazil and Mexico.
  • Pullman also produces bread and cakes in Brazil.
  • Ricolino makes confectionery, candy and chocolates, with plants in Mexico, Europe and the United States.
  • Sara Lee
  • Stroehmann's, with Oroweat above, is a producer of loaf bread in the United States.
  • Suandy is a brand for of breads and pastries.
  • Thomas' produces and sells English muffins and bagels.
  • Tía Rosa markets home-style bread, pastries and tortillas.
  • Wonder branded bread in Mexico only is owned by Bimbo.[17]

Significant acquisitions[edit]

  • 2005 - La Corona and El Globo in Mexico
  • 2006 - El Molino in Mexico, Panrico in China
  • 2008 - Galletas Gabi in Mexico, Laura and Nutrellain Brazil
  • 2009 - Weston Foods, Inc in United States
  • 2010 - Dulces Vero
  • 2011 - Sara Lee North American Fresh Bakery
  • 2011 - Fargo in Argentina
  • 2011 - Bimbo Spain and Portugal
  • 2014 - Canada Bread Bakeries in Canada

Certifications 2013[edit]

  • GFSI : 90 plants
  • AIB 360 : 72 plants
  • Environmental Certification : 25 plants


Marinela Mexico was granted the 2013 National Quality Award.

Ranking of the Companies with best reputation, granted in 2013 to Grupo Bimbo by “Poder y Negocios” Magazine.

Ranking of the 500 Most Important Companies in Mexico, granted in 2013 to Grupo Bimbo by Expansion Magazine.

Our banner label and company name: Bimbo, was named the fifth strongest food brand in the world by Kantar World Panel 2013.

Road Safety Award 2012, granted to Grupo Bimbo by The Ministry of Public Safety.

Ranking of the 50 Most Valuable Brands in Latin America, granted to Grupo Bimbo, in a study conducted by Millward Brown.

RepTrak Pulse Mexico 2012/10 top best reputation companies in Mexico, granted to Grupo Bimbo by The Reputation Institute and Inmark Mexico.

Ranking of Companies with the highest Social Responsibility in Mexico, granted to Grupo Bimbo by Mundo Ejecutivo Magazine.

Socially Responsible Company Award 2012, granted to Grupo Bimbo by CEMEFI and AliaRse.

Barcel was granted the 2011 National Quality Award.

National Export Award 2011.

Philanthropic activity[edit]

Reforestamos Mexico A.C collaborates with private sector, government, non- governmental organizations, ejidos and communities, academia and the media to protect México's forests. During 2012, the company worked with 13 Community Forest Enterprises with 263.476 hectares on sustainable forest management and training for 233 people from 26 communities on 27 projects. Forty companies and more than 9,943 volunteers also participated.[citation needed]


  1. ^ a b "GRUPO BIMBO SAB- SERIES A". Bloomberg Businessweek. Retrieved 30 October 2011. 
  2. ^
  3. ^ Alonso, Ramiro (December 11, 2008). "Bimbo abre la chequera" [Bimbo opens the checkbook] (in Spanish). Retrieved 2010-01-21. 
  4. ^ "Shareholder Information." Grupo Bimbo. Retrieved on November 17, 2012. "Corporative Bimbo, S.A. de C.V. Prolongación Paseo de la Reforma No. 1000 Col. Peña Blanca Santa Fe Delegación Álvaro Obregón Mexico City 01210"
  5. ^ "Notice of Privacy." Grupo Bimbo. Retrieved on November 17, 2012. "Prolongación Paseo de la Reforma No. 1000, Col. Peña Blanca Santa Fe, Mexico City, Mexico, CP 01210"
  6. ^ "Bimbo a story to believe and create" (PDF) (in Spanish). Retrieved 2010-01-21. 
  7. ^ "Mexican firm sticks by 'bimbo' bread name". Retrieved 2014-02-22. 
  8. ^ [1]
  9. ^ Historia de Bimbo at the Bimbo Spanish Website.
  10. ^ Sara Lee at the Bimbo Spanish Website.
  11. ^ Bimbo Iberia.
  12. ^ [2]
  13. ^ "Compra Bimbo WFI en 2,380 mdd; será una de las panificadoras más grandes en EU" [Bimbo buys WFI at 2.380 million dollars, will be one of the largest bakeries in the U.S.]. Invertia (in Spanish) (Mexico). December 10, 2008. 
  14. ^ Hugh Collins and Andres R. Martinez (December 10, 2008). "Grupo Bimbo Buys Weston Bread Unit for $2.4 Billion". Bloomberg. 
  15. ^ "Sara Lee to sell North American bakery unit for $959 million". News & Record. Associated Press. 2010-11-09. Retrieved 2010-11-09. 
  16. ^
  17. ^

External links[edit]