Bimbo offering snack cake under Sara Lee brand

by Josh Sosland
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MEXICO CITY — Apparently responding to the vacuum created by the exit of Hostess Brands, Inc. from the marketplace, Bimbo Bakeries USA introduced a line of snack cakes under the Sara Lee brand during the first quarter of 2013.

The launch received brief mention in an April 26 conference call in connection with first-quarter financial results of Grupo Bimbo S.A.B. de C.V.

Guillermo Quiroz, chief financial officer, described the performance of B.B.U. as a highlight of Grupo Bimbo’s first quarter citing “positive volume and sales strength in all key categories.”

“A number of new products were launched in the quarter, including the Sara Lee snack cakes, allowing us to take advantage of opportunities in the marketplace,” Mr. Quiroz said. “All combined, these factors led to almost 5% top-line growth in dollar terms.”

By introducing snack cakes under the Sara Lee brand, B.B.U. has taken a step Sara Lee Corp. did not during the 10 years it was a major player in the fresh baked foods business. Instead, Sara Lee focused on building a bread business under the Sara Lee brand during the 10 years following its 2001 acquisition of The Earthgrains Co.

With the introduction of snack cakes under the Sara Lee brand, two different companies are now selling what are broadly referred to as sweet goods under the Sara Lee brand. In addition to B.B.U., Hillshire Brands Co. sells the heritage frozen dessert products of Sara Lee, including pound cakes, cakes, cheesecakes, pies and sweet breakfast products.

Contacted by Milling & Baking News, B.B.U. declined to elaborate on the Sara Lee snack cake launch.
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By Joe 5/7/2013 8:37:23 AM
Make sure you check the back of the box!! Product of Mexico being shipped into the U.S.