Grupo Bimbo, headquartered in Mexico City, is intensifying its commitment to healthier diets by increasing whole grain consumption through major product and communication initiatives. The company aims to reach 100 million households with whole grain bread by 2030, matching the current reach of its white bread products. By the end of 2024, over 89 million households had consumed Grupo Bimbo’s whole grain products, with an ambition to increase household penetration of whole grain products by 5 percentage points in 2025. This significant step is expected to bridge the gap between whole grain and white bread household consumption.
Grupo Bimbo’s Whole Grain Nutrition Goals
The company’s commitment to whole grain nutrition is evident in its ambitious targets. To achieve its goal, Grupo Bimbo is focusing on expanding whole grain consumption and driving product innovation. The company’s sustainability page provides more information on its whole grain initiatives. By 2030, Grupo Bimbo aims to have the same household reach for whole grain bread as it currently does for white bread, a significant increase from the 89 million households that consumed its whole grain products by the end of 2024.
Product Innovation and Nutritional Targets
Grupo Bimbo’s two-pronged approach involves expanding whole grain consumption and driving product innovation. By 2025, all daily-consumption bread, buns, rolls, and breakfast products will feature “simple and natural recipes” with 10 to 15 recognizable ingredients. At the end of 2023, only 22% of its portfolio met the “simple and natural” criteria, but this is expected to rise to 100% by 2025. The company has also set a nutritional target of at least 2 grams of fiber per 100 grams in these products.
For more information on the importance of fiber in diets, you can visit this page about fermented millet flour bread nutrition. The Health Star Rating (HSR) is a recognizable consumer benchmark that Grupo Bimbo is using to measure its products’ nutritional value. At the end of 2023, 95% of its portfolio already delivered “positive nutrition,” meeting or exceeding HSR targets relevant to each product category.
Consumer Education and Communication Campaigns
In 2024, Grupo Bimbo launched the “Feel good with whole grains” campaign in Argentina, Chile, Mexico, and Uruguay, with plans to expand to more countries in 2025. The campaign aims to educate consumers on the health and planetary benefits of whole grain consumption. Packaging updates include callouts about whole grain benefits, such as being high in fiber, supporting digestive health, increasing satiety, and maintaining energy levels.
According to Grupo Bimbo’s annual report, “Therefore, to achieve our goals, it is necessary to promote the dissemination of messages that educate our consumers about the importance of consuming whole grains.” For more insights on healthy staple foods, you can check out this article on the topic.
Sustainability and Broader Impact Goals
By 2025, Grupo Bimbo aims to have 100% of its energy worldwide come from renewable sources and ensure that 100% of its packaging is fully recyclable. The company’s “Baked for Life” pillar is focused on improving lives and empowering communities, with new goals set for 2030. Sustainability is closely linked to the environmental benefits of whole grain and plant-based diets, making Grupo Bimbo’s initiatives a step in the right direction. For more information on wheat ingredients in bakery innovation, you can visit this page.
Contact and Further Information
For updates on product launches, nutritional data, and educational resources, readers can visit the Grupo Bimbo Official Website. The company’s commitment to whole grain nutrition, product innovation, and sustainability is a positive step for public health. You can also explore easy bread dessert recipes for inspiration on incorporating whole grains into your diet.