Bimbo bakery brand Entenmann's expands into chocolate

By Oliver Nieburg contact

- Last updated on GMT

Two chocolate bars based on popular sweet baked goods to enter US retail. Photo: Praim
Two chocolate bars based on popular sweet baked goods to enter US retail. Photo: Praim
Praim Group is to produce a bakery-inspired chocolate bar range for Grupo Bimbo’s subsidiary Entenmann's.

It will manufacture two 2.15 oz (61 g) chocolate bars based on sweet bakery items for the US market  - Dark Chocolate Raspberry Burst and Dark Chocolate Mint Cookie Crunch – for a suggested retail price of $1.99.

‘A natural expansion’

Paul Pruett, founder and director of Praim Group, told ConfectioneryNews: “For Entenmann’s this is a natural expansion as their flavor profiles perfectly lend itself to confections. 

“Entenmann’s has significant brand awareness and the initial response since announcing this partnership has been exciting.

“We anticipate bringing these bars to various channels including grocery, c-stores, home shopping, independent, big box and more.” 

He said Entenmann's chocolate could leverage Praim’s distribution network, which is already present in every US retail channel.

Praim’s and Entenmann’s

Private label producer Praim produces other confectionery brands under license such as chocolate bars for Dreamworks, Friendly’s, The Andy Warhol Foundation, Build-A-Bear Workshop and Bloomsberry & Co.

It was founded in 2005 and has offices in Boston and Los Angeles.

Entenmann’s was established in 1898 in New York, and is today a division of Bimbo Bakeries USA, selling around 100 baked goods such as donuts and cakes throughout the US.

The deal to expand into chocolate was brokered by the Joester Loria Group, Entenmann’s licensing agency.

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