Bimbo Bakeries USA Expands Sara Lee Breads Distribution

Bimbo Bakeries USA (BBU) has introduced Sara Lee sliced-bread products to the Northeast market, which encompasses superstores and regional grocery chains in Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont. BBU will additionally expand its existing distribution network of Sara Lee breads in the Mid-Atlantic region, which consists of Delaware, Maryland, New Jersey, Pennsylvania and Washington, D.C.

“Bringing Sara Lee into the northeastern United States provides an exceptional opportunity for BBU to leverage an iconic brand and deliver a world-class product to new consumers and retail customers,” said Jon Silvon, category director at Horsham, Pa.-based BBU, a division of Grupo Bimbo, S.A.B. de C.V. in Mexico City.

Sara Lee sliced-bread products include Sara Lee 100% Whole Wheat and Sara Lee Honey Wheat Bread, Soft & Smooth Whole Grain White and 100% Whole Wheat Bread, 45 Calories & Delightful 100% Whole Wheat and Healthy Multi-Grain Bread, and Iron Kids Better White Bread enriched with Calcium & Fiber.

After Grupo Bimbo’s acquisition of Sara Lee’s fresh bakery business last November, BBU reformulated the product line’s recipes by removing artificial colors, flavors and preservatives as well as high-fructose corn syrup. BBU is also rolling out a Butter Bread variety, now available in the Atlantic markets.

“Sara Lee Breads have always had the taste consumers want and the nutrition they need,” noted Silvon. “Our investment in these products will not only yield a more healthful, high-quality product, but will also allow more of our consumers to enjoy them every day.”