Grupo Bimbo enters UK market with range of branded baked snacks

By Douglas Yu contact

- Last updated on GMT

Little Adventures is Grupo Bimbo's first line of branded baked goods to be launched in the UK. Pic: Grupo Bimbo
Little Adventures is Grupo Bimbo's first line of branded baked goods to be launched in the UK. Pic: Grupo Bimbo
Mexican conglomerate Grupo Bimbo has expanded into the UK with a range of baked treats. 

The Bimbo Little Adventures line includes five internationally-inspired varieties: Hazelnut & Cocoa Pancakes, based on a popular Japanese dessert; Spanish-style Chocolate Mini Bites; Milk and Dark Chocolate Choc Chip Buns; and Pain au Lait.

Tim Barkey, marketing director of Grupo Bimbo UK, said, “As the leading bakery company worldwide, operating in many countries across the globe, we are in a strong position to bring the expertise we have developed and flavors we’ve experienced to the UK.

“Looking at the existing ambient bakery snacks on shelf, it could seem to be lacking innovation, inspiration and variety. Therefore, with the launch of Bimbo Little Adventures, we’re confident shoppers will acquire new family favorite snacks for children and adults alike,”​ he added.

Little Adventures are available in Asda across the UK at a SRP of £1.60 ($2.02), excluding the Mini Bites, which retail for £1 ($1.26).

Price decrease and sugar reduction

An IRI study for the period 2014 to 2017 showed that retail bakery products in the UK have experienced a price decrease,​ despite the widespread concern that Brexit might cause an increase in the costs of goods for manufacturers.

However, among all the bakery and snack categories such as cereal bars, bread and rolls, only cakes and pastries experienced average price increases of 1.9% and 1.1% respectively, according to the data.

“What’s going to affect bakery manufacturers, particularly cakes and pastries, is the sugar reduction agenda from the UK’s public health sector,”​ said Tim Eales, strategic insight director at IRI UK.

“That will require a reformulation of some products, and a shrinking on pack sizes on others.”

Grupo Bimbo has not been available for a comment on its strategy tackling sugar reduction trend in the UK.

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