'Retail relationships' to underpin success for Grupo Bimbo's Goodbye Gluten line

By Kacey Culliney

- Last updated on GMT

Grupo Bimbo has been testing Goodbye Gluten in the US since mid-2012
Grupo Bimbo has been testing Goodbye Gluten in the US since mid-2012

Related tags: Wheat, Brand management

Grupo Bimbo has developed a branded US gluten-free line that an analyst predicts big things for given the company’s strong market foothold and retail network.

The ‘Goodbye Gluten’ line made by Goodbye Gluten Bakeries includes two bread (white and multigrain) and two wrap (plain and multigrain) options. A spokesperson for Grupo Bimbo said the firm has been testing the products in specific US markets since mid-2012.

Matthew Hudak, packaged foods analyst at Euromonitor International, said Grupo Bimbo is ready to take on the gluten-free market, particularly given its strong footing in the regular bread market.

“I think it will mainly benefit from its relationship with retailers, which will help to promote the brand in store,”​ Hudak told BakeryandSnacks.com.

Standing strong alongside competition

Taste will prove key to the success of the new line as Bimbo will face stiff competition from established gluten-free players like Udi’s, Glutino and Boulders Brands.

“Established gluten-free dieters have likely already been consuming these brands. That said, they are likely more than willing to try new things, so if Goodbye Gluten tastes better, they will likely switch,”​ Hudak said.

“Taste can help for gluten-free dieters who are fed up with the quality of some of their products.”

Marketing a healthy lifestyle will also boost business by appealing to those consumers considering a gluten-free diet for the perceived health benefits, he added.

On its website, Goodbye Gluten provides a ‘recipe’ section that gives consumers suggestions on how to incorporate the breads and wraps into their diet.

Grupo Bimbo has developed the gluten-free line under a new brand
Grupo Bimbo has developed the gluten-free line under a new brand

Separate brand, clever move?

The decision to develop a gluten-free line under an entirely new brand, rather than use an established brand, may prove tougher initially but in the long run may be a better strategy, Hudak said. “It lets them create an entirely new brand identity in the mind of consumers.”

The branding is also simple and to the point. “They do not appear to want any confusion as to who this is for."

Bimbo should work to broaden the portfolio eventually, as it is “a little plain”​ with just bread and wrap options. “But I think it’s important they build a trust for the brand first,” ​he added.

The website for Goodbye Gluten can be found here​. Grupo Bimbo would not discuss the brand and its strategy in moving forward any further.

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