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January 27, 2021

Grupo Bimbo’s US arm launches direct-to-consumer channel

Grupo Bimbo, the Mexico-headquartered bakery giant, has entered a new online channel through its US subsidiary.

By Dean Best

Grupo Bimbo, the Mexico-headquartered bakery giant, has launched a direct-to-consumer service in the US through its subsidiary Bimbo Bakeries USA.

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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.

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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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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