Bimbo introducing Sara Lee bread in Northeast

by Eric Schroeder
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HORSHAM, PA. — Bimbo Bakeries USA (B.B.U.) is introducing Sara Lee sliced bread products to the Northeast market, including Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont. Additionally, B.B.U. said it is expanding its existing distribution network of Sara Lee bread in the Mid-Atlantic region, including Delaware, Maryland, New Jersey, Pennsylvania and Washington, D.C.

“Bringing Sara Lee into the Northeastern United States provides an exceptional opportunity for B.B.U. to leverage an iconic brand and deliver a world-class product to new consumers and retail customers,” said Jon Silvon, category director.

The move will allow for greater availability of Sara Lee sliced bread products in the Northeast region, including 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.

B.B.U. also is introducing a new Butter Bread, now available in the Atlantic markets.

“Sara Lee breads have always had the taste consumers want and the nutrition they need,” Mr. Silvon said. “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.”

Sara Lee bread will be available in superstores and regional grocery chains throughout the Northeast markets.

Grupo Bimbo S.A.B. de C.V., parent of B.B.U., acquired Sara Lee’s Fresh Bakery business in November 2011. Since that time, B.B.U. said it has reformulated some of the recipes to improve their healthfulness, removing artificial colors, flavors and preservatives as well as high-fructose corn syrup.

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