Bimbo Bakeries USA sets clean label timelines

DALLAS — Bimbo Bakeries USA (BBU), the US arm of Grupo Bimbo SAB de CV, aims to remove artificial ingredients — including colors, flavors, preservatives and/or emulsifiers — from six bread and baked foods brands over approximately the next two years.

Plans call for Dallas-based BBU to finish the final phase of artificial color removal in occasional consumption products like sweet baked foods and snacks by the end of this year. The company said all of its daily consumption products — such as bread, buns and rolls — are now free of artificial colors and flavors.

Next, by the end of 2027, BBU expects to have pulled artificial preservatives and emulsifiers from Artesano bread and buns, Oroweat bread and buns, and The Rustik Oven bread products. That will be followed by the phaseout of artificial preservatives and emulsifiers from Sara Lee, Oroweat specialty varieties, Little Bites snacks and Thomas’ baked breakfast foods by the close of 2028, the company said.

BBU noted that many products and recipe changes will be done ahead of the 2027 and 2028 year-end time frames, which mark full completion targets across the six brands. BBU said the initiative will make it the first company in its category to achieve such a goal across such a wide portfolio of everyday baked foods, as the brands will be free from artificial preservatives, colors and flavors in less than two years.

“Our purpose is to ‘Nourish a Better World,’ and that begins with the products we put on American tables every single day,” said Greg Koehrsen, president of BBU. “These commitments reflect our belief that quality and nutrition aren’t just what consumers expect, they’re what consumers deserve.”

BBU said the recipe changes focus on clean label innovation that upholds nutritional fortification, which the company described as “a distinguishing factor from many competitors.” BBU noted it’s prioritizing bread in its recipe changes because of the category’s importance to US households and role in daily nutrition. The company said its product roster runs the gamut from whole grains to enriched bread and provides essential vitamins and minerals like iron and folic acid that “play a meaningful role in a balanced diet.”

“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,” Koehrsen said. “These commitments are a demonstration of our ongoing investment in giving consumers simple, clean products that do not sacrifice taste, nutrition or value.”

That approach furthers Grupo Bimbo’s overall nutrition strategy, with 98% of the company’s daily consumption products globally now meeting Positive Nutrition criteria under the Health Star Rating.

BBU added that the elimination of artificial preservatives and emulsifiers across key brands comes as efforts to remove artificial colors are well underway. As part of Grupo Bimbo’s commitment to eliminate artificial colors from its global product portfolio by the end of 2026, BBU said its bread, buns and rolls are now completely free from artificial colors and flavors. The company also has removed Red No. 3 from its US portfolio earlier than regulatory requirements. BBU said it is currently wrapping up the last phase of artificial color removal in occasional consumption products such as sweet baked foods and snacks.