BRAZIL – Grupo Bimbo, the Mexican bakery powerhouse, is enhancing its presence in Brazil by acquiring Wickbold, a prominent local bakery group.
This strategic move, involves the purchase of four additional factories located in southern Brazil, significantly bolstering Grupo Bimbo’s operational capabilities in the region.
Wickbold, founded in the 1930s by Henrique Wickbold, has established itself as a critical player in the Brazilian bakery market. In 2022, it employed over 2,500 staff members and generated approximately R$1.6 billion (around US$284.9 million) in revenue.
The acquisition includes Wickbold’s well-known brand and the Seven Boys brand, which Wickbold acquired in 2015.
Grupo Bimbo CEO Rafael Pamias emphasized the importance of this acquisition, stating, “This family-owned business complements our brand portfolio with brands that consumers love and better positions our company in the south region of Brazil.”
Grupo Bimbo’s journey in Brazil began in 2001 when it acquired Plus Vita and Pullman, two brands that continue to thrive under its umbrella.
The company further expanded its portfolio in 2008 by acquiring the Nutrella brand and, three years ago, made headlines with its purchase of operations from rival ARYZTA.
This latest acquisition of Wickbold marks another significant step in Grupo Bimbo’s growth strategy in Brazil, a market that has shown promising performance for the company.
Financial details of the transaction have not been disclosed, but the acquisition aligns with Grupo Bimbo’s broader strategy to enhance its market share in Latin America.
The company reported a 3.8% increase in sales from its Latin American operations in the second quarter of 2024, reaching 98.09 billion pesos (US$4.98 billion).
This growth can be attributed, in part, to a “strong performance” in Brazil, highlighting the importance of the Brazilian market to Grupo Bimbo’s overall success.
The acquisition is subject to regulatory approvals but is expected to solidify Grupo Bimbo’s position in a competitive market.
The company’s diverse product range in Brazil includes popular brands such as Ana Maria, Rap10, and Crocantissimo, catering to various consumer preferences.
As Grupo Bimbo continues to expand its footprint in Brazil, integrating Wickbold is anticipated to enhance its operational efficiency and brand recognition.
The acquisition reflects Grupo Bimbo’s commitment to growth in the region and its strategy to meet Brazilian consumers’ evolving demands.
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