Grupo Bimbo, the Mexico-headquartered bakery giant, has launched a direct-to-consumer service in the US through its subsidiary Bimbo Bakeries USA.
Through the online site sweetsnacking.com, customers can order the Bimbo Bakeries’ (BBU) brands Entenmann’s, Sara Lee, Thomas’ and Takis for free delivery direct to their doors. Consumers can select from ten options offering pre-made-up boxes consisting of combinations of those lines.
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Bimbo joins a growing list of food companies that have entered the direct-to-consumer (D2C) market since the pandemic erupted last year as a way to get products to consumers without having to enter retail stores, such as meat-free business Beyond Meat, and FMCG heavyweights Kraft Heinz and PepsiCo. Most have acknowledged the services are designed as a complementary channel and not to compete directly with food retail outlets.
“The Covid-19 pandemic has created a massive demand for convenient and affordable food options, as many have had to shift to remote work, school and social environments. This demand, paired with BBU’s mission to always keep its consumers’ needs at the forefront, led the company to develop this new option,” Bimbo said in a statement.
Omar Haque, the vice president for e-commerce at BBU, added: “We know that our consumers can buy from multiple sources, but with everything that has happened since the beginning of the pandemic, we wanted to take the pressure off any way we could. SweetSnacking.com presents no shortage of snacking options…Whether you prefer sweet, salty, or a combination of both..”
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