HOUSTON — Known for being the world’s largest baking company, Mexico City-based Grupo Bimbo’s reputation speaks for itself. With more than 100 brands and operations in 36 countries, the company houses several business units in its network, including Bimbo Bakehouse — part of the Bimbo Bakeries USA (BBU) — which provides fresh and frozen baked goods for foodservice and retail business.
During the International Dairy Deli Bakery Association’s 2024 show, held last month in Houston, Bimbo Bakehouse showcased a variety of product innovation happening in the in-store bakery.
“We like to innovate with products that can capture consumers whether they’re in a restaurant, quick-service or the supermarket perimeter,” said Brandi Unchester, marketing director, in-store bakery, at Bimbo Bakehouse. “That’s where they can pick up a quick meal occasion, which is where a lot of our products sit.”
Where the opportunities live
With a high level of interaction among its foodservice and in-store bakery customers, as well as a working research partnership with Datassential, Bimbo Bakehouse sees plenty of opportunity to live into Grupo Bimbo’s entrepreneurial mindset.
“We get to work on newer, more cutting-edge innovations,” said Dana Strain, senior marketing manager for Bimbo Bakehouse. “We do a lot of research to understand the trend insights, and that helps us deliver on some innovative commercial items.”
Datassential is known for its Menu Adoption Cycle — inception, adoption, proliferation, ubiquity — an approach Bimbo Bakehouse follows closely to understand which foodservice trends will make their way into retail.
The team has seen pretzels and sourdough moving through the cycle and making their way from menus to store shelves at a rapid pace. In fact, Unchester noted that pretzels sales are up nearly 200%.*
“We saw early on when they were being introduced on menus,” she said. “We could see how many menus had both products on them, and it identified that trend.”
It was the trend that led to innovation for Bimbo Bakehouse’s Goldminer Sourdough brand: a pre-sliced Sourdough Pretzel Roll. The roll is dipped in a lye bath to create that crispy pretzel-style crust with a soft interior that could hold up to hearty sandwiches being made at home.