Grupo Bimbo's US unit has committed to transitioning its key brands to “cleaner” recipes by the end of 2028.
The move will see artificial preservatives, colours, and flavours phased out across the portfolio of Bimbo Bakeries USA, including breads, breakfast products and sweet baked goods.
According to a statement issued on Thursday (2 July), the initiative makes the US arm of Mexican bakery giant Grupo Bimbo the “first company in its category to make this commitment across such a broad portfolio of everyday baked goods”.
The shift aligns with an intensifying push by US regulators to remove artificial dyes from food products. The regulatory pressure includes a forthcoming nationwide ban on the artificial dye Red No. 3 set for January 2027, as well as a ban on public school foods containing the synthetic dyes potassium bromate and propylparaben across Utah starting in the 2026-27 school year.
Increasing consumer pressure to buy less artificially coloured food is driving the industry transition, forcing manufacturers to adopt natural alternatives and reformulate recipes to meet impending deadlines.
Bimbo Bakeries USA said it has already made “significant progress” across its domestic market as part of the group-wide initiative to eliminate artificial colorants from its portfolio by the end of this year.
All daily consumption products from Bimbo Bakeries USA, including breads, buns, and rolls, are currently free from artificial colours and flavours. Additionally, the manufacturer has already removed Red No. 3 from its entire US portfolio ahead of the regulatory deadlines.
By the end of 2026, the company, which is a member of the American Bakers Association, expects to complete the final phase of artificial colour removal in its occasional-consumption products, which include sweet baked goods and snacks.
Following the colour removal process, the company is targeting artificial preservatives and emulsifiers across its major brands.
By the end of 2027, Artesano breads and buns, Oroweat breads and buns, and The Rustik Oven products will be entirely free from artificial preservatives and emulsifiers, it said.
The removal process will extend to Sara Lee Oroweat speciality varieties, Little Bites, and Thomas products by the end of 2028.
The company said it is “prioritising” bread in the recipe adjustments due to the significance of the category to American households and its role in daily nutrition.
Greg Koehrsen, the president of Bimbo Bakeries USA, said: “Bread remains one of the most nutritious, affordable, and accessible staples in the American diet and that’s something we’re proud to stand behind.
“These commitments are a demonstration of our ongoing investment in giving consumers simple, clean products that do not sacrifice taste, nutrition or value.”
