• Mexican bakery giant Grupo Bimbo, which has become a dominant player in the Romanian bread market, announced an ambitious decision: the complete elimination of artificial colors from its entire product portfolio by the end of 2026.
This initiative reflects the company's commitment to natural ingredients and responds to growing consumer demand for clean and healthy foods.
Bimbo Group, the world's largest bakery company, has consolidated its position on the Romanian market through large-scale strategic acquisitions. The company gradually took over Vel Pitar, formerly controlled by the investment fund Broadhurst Investments, and Trei Brutari (formerly Velrom), the producer of Romania's best-selling bread, the Boiereasca brand.
And in the spring of this year, the Competition Council authorized the transaction through which Bimbo acquired the local subsidiary of the Greek group Karamolegos Bakery Romania. The acquired factory, with an area of 30.000 square meters and a production capacity of about 50 tons per day, underlines the company's massive investments in our country.
Bimbo has already made significant progress in eliminating artificial colors. Today, 99% of its everyday products—including staples like sliced bread, rolls, tortillas, bagels, and English muffins—are free of artificial flavors and colors. These categories represent approximately 50% of the company’s global net sales and more than 70% of its U.S. sales, demonstrating the scale of this transformation.
Commitment to natural recipes
Rafael Pamias, CEO of Grupo Bimbo, outlined the company's long-term vision: "By 2026, all of our products will be free of artificial colors. Furthermore, by 2030, we aim for 100% of our bakery and snack products to be made with natural recipes." This commitment positions Grupo Bimbo as a leader in the global transition towards healthier and more sustainable food production.
In Romania, strategic acquisitions have strengthened the company's leading position. The takeover of Vel Pitar and Trei Brutari, transactions valued at approximately 200 million euros, allowed Bimbo to expand its market presence, with the ambition of having at least one relevant product in every store in the country. The company also aims to transform Romania into a regional hub, including considering the construction of new factories.
Global leader with an impressive network
Grupo Bimbo is a giant in the bakery industry, with 214 production units and over 1.600 sales centers in 34 countries on four continents: America, Europe, Asia and Africa. Its portfolio includes over 10.000 products, from sliced bread and small bakery products to cakes, tortillas, pitas and specialties. With a distribution network covering over 3,3 million points of sale and over 55.000 delivery routes, the company serves markets around the world with the help of over 141.000 employees.
Listed on the Mexican Stock Exchange (BMV) under the symbol BIMBO and on the US over-the-counter market (Level 1 ADR, symbol BIMBOY), Grupo Bimbo continues its global expansion, placing an increasing emphasis on innovation and sustainability. The decision to eliminate artificial colors represents an important step in this direction, strengthening consumer confidence and positioning the company as a pioneer of change in the food industry.
As Grupo Bimbo implements its plans in Romania, consumers can expect more natural products, carefully manufactured for health and quality, without compromising the taste that has made its brands a global success.
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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