Grupo Bimbo's US expansion led to 29.3% market share and made Takis Fuego the #2 tortilla chip.

Bimbo is one of the largest bakeries in the world, operating over 100 brands in more than 33 countries. The 76-year-old company began with the mission of baking “truly good, nutritious, tasty, and fresh bread” in Mexico City. The bread immediately became a hit, and demand for it spread across the country.

Over the next few decades, Bimbo expanded its product line to bread-based treats through Marinela and potato/tortilla chips through Barcel, two of its most important brands today. The company officially became a multinational corporation 40 years after its inception, in 1984, by exporting to the US. That was just the beginning of a massive expansion across the globe. Starting in the 90s, Grupo Bimbo acquired a series of companies that enabled it to enter foreign markets like Chile, Brazil, and China.

Bimbo became the US’s largest bread company after acquiring George Weston Limited in 2002 and Sara Lee North America in 2011. According to Statista, Bimbo had a 29.3% bread market share in the country in 2019. Takis Fuego, one of the chips made by the Barcel brand, entered the US market and won the hearts of millions of Americans, especially teenagers. IRI market research data indicates that in 2019, Takis Fuego became the 2nd best-sold tortilla chip in the country. Grupo Bimbo’s North American segment has been its most profitable since 2012.

Requirements: 1-3 years of data or research experience, good communication, and statistical tools knowledge