Grupo Bimbo claims category first with US clean label overhaul

Key takeaways: Grupo Bimbo is staking a claim to an industry first in the US, unveiling a multi-year reformulation programme that it says will remove artificial colours, flavours, preservatives and emulsifiers across one of the broadest portfolios of everyday bakery products by the end of 2028. The programme, announced by Bimbo Bakeries USA (BBU), covers breads, buns, breakfast products, sweet baked goods and snacks. The company says the move will make it the first in its category to deliver these ingredient commitments across such a broad portfolio of everyday baked goods. The announcement builds on Grupo Bimbo’s wider nutrition strategy and reinforces the growing importance of clean label reformulation across the bakery sector, as manufacturers respond to evolving regulation and changing consumer expectations around ingredient lists. The commitment also extends a broader global strategy. The Mexican bakery giant has pledged to remove artificial colourants from its worldwide portfolio by the end of 2026 and says it ultimately aims to produce all of its baked goods and snacks with simpler recipes by 2030. BBU has already completed several milestones. All of its everyday breads, buns and rolls are now free from artificial colours and flavours, while Red No. 3 has been removed from its entire US portfolio ahead of the federal deadline due to take effect in January 2027. By the end of 2026, the company expects to complete the removal of artificial colours from its occasional-consumption products, including sweet baked goods and snacks. Attention will then turn to preservatives and emulsifiers. Artesano, Oroweat breads and buns, and The Rustik Oven products are scheduled to complete the transition by the end of 2027, with Sara Lee, Oroweat speciality varieties, Little Bites and Thomas’ following by the end of 2028. BBU said many products are expected to reach those milestones ahead of schedule. The company added that 98% of Grupo Bimbo’s daily-consumption products already meet its Positive Nutrition criteria under the Health Star Rating system. BBU said bread is being prioritised because of its importance in the American diet and its contribution to everyday nutrition, while the company works to maintain taste, affordability and product quality throughout the reformulation process. “Our Purpose is to Nourish a Better World, and that begins with the products we put on American tables every single day,” said Greg Koehrsen, president of Bimbo Bakeries USA. “These commitments reflect our belief that quality and nutrition aren’t just what consumers expect, they’re what consumers deserve.” Koehrsen said bread “remains one of the most nutritious, affordable and accessible staples in the American diet” and added that the company’s reformulation programme reflects its commitment to offering products with simpler ingredient lists “that do not sacrifice taste, nutrition or value”.