• Grupo Bimbo, one of the global leaders in the bakery industry, has set itself an ambitious goal: to facilitate access to healthier diets for as many people as possible, emphasizing whole grains and plant-based ingredients.
To achieve this goal, the company is focusing on two strategic directions: increasing the consumption of whole grains and stimulating innovation, according to the 2024 Annual Report, entitled "Transforming Actions".
The Bimbo Group aims to expand the consumption of whole grain bread, aiming to reach 100 million households by 2030, the same number of consumers who currently purchase its white bread products. At the end of 2024, more than 89 million households were already consuming the company's whole grain products. For 2025, Grupo Bimbo aims to increase the share of households with these products by 5 percentage points, thus reducing the gap with white bread through tasty, affordable and available offers at points of sale.
The company emphasizes the benefits of consuming whole grains, which help prevent disease, improve digestion, and promote overall health. "We have the opportunity to be the main source of whole grains for all consumers through our bread. By developing this segment through high-quality products, through effective communication about nutritional benefits and simplifying product accessibility, we can achieve increased competitiveness in the market", the report states.
To meet the changing needs of consumers, Bimbo Group invests significantly in innovation. One of the recent initiatives includes changing the bread format, moving from square slices to a more rounded format, which offers larger slices and improves consumer perception. The company aims to create a solid and healthy portfolio in each product category, considering the possibility of replicating success stories from different geographical regions.
Communication, an essential pillar
Another central element of Grupo Bimbo's strategy is educating consumers about the importance of whole grains. According to the report, 84% of consumers globally are familiar with the concept of whole grains, and in nine countries, they recognized that multigrain or whole grain bread is an important source of nutrients. In almost all of these countries, Grupo Bimbo products are preferred as whole grain bread options.
In 2024, the company launched the campaign "Feel good with whole grains" in Argentina, Chile, Mexico and Uruguay, with plans to expand this initiative to more countries in 2025. The campaign includes on-pack messaging highlighting the benefits of whole grains, such as their high fiber content, which supports digestive health, contributes to a feeling of satiety and helps maintain energy levels.
Grupo Bimbo is preparing for a future in which consumers increasingly prioritize healthy products. Through continuous innovation, strategic communication and increased accessibility, the company aims to become a leader in the global supply of whole grains, offering consumers tasty and healthy options.
Article source: Annual Report for 2024 – Grupo Bimbo, launched on June 13, 2025, Mexico City.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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