AND WELLNESS
Grupo Bimbo is committed to having a positive impact on the health and nutrition of our consumers and associates.
We base our actions on the convergence of experience and knowledge of our multidisciplinary teams to find technological solutions that allow us to optimize the nutritional quality of our product portfolio, as well as to increase the presence of products with enhanced nutritional profiles.
This new approach enables us to evolve our Health and Wellness strategy, based on three fundamental pillars:
The nutritional guidelines will allow us to achieve our commitment to offer superior nutritional quality products that meet the needs and lifestyles of our consumers.
They are based on the following elements:
We have classified our products in daily and occasional consumption, taking into consideration eating patterns and dietary guidelines.
Similarly, we established nutritional limits according to the consumer’s target (adults / children).
PROFILE
of products comply with maximum limits for critical nutrient content*
The global effort aimed at complying with newly established nutrition guidelines, together with the implementation of technological improvements, allows us to obtain particularly good results.
OVERALL PERCENTAGE OF COMPLIANCE
ACCORDING WITH THE ESTABLISHED
LIMITS FOR EACH NUTRIENT
*In keeping with goals set forth under new nutrition guidelines.
Protein
Fiber
LABEL
Committed to achieving and exceeding the goals established from our new nutritional guidelines, we identified those business units that made significant progress in the implementation of clean and easy-to-understand labeling:
In 2019, the results of the USA stand out in the implementation of the nutritional guidelines and clean labeling.
of our daily products
improved consumer
perception due to the
ingredients that make
them up and are declared
on their labels.*
* Global results of the daily consumption categories according to the goals established by the Nutritional Guidelines
LABELING
We endorse laws and regulations regarding labelling, and where there are no applicable regulations we will be ruled by international guidelines, such as the Codex Alimentarius.
Grupo Bimbo has a Global Nutritional Labeling Policy that we use to include the energy content of our products by serving size, in addition to any nutrient or ingredient on which any property statement is made, ensuring that the totality of our product portfolio provides the information that we mention. We also commit to offering clear, transparent, and accessible information to our consumers, in order to help them taking informed decisions when purchasing and consuming our products.
Grupo Bimbo policy, complies with the following guidelines:
- Full comply with local legislation regarding nutrition labeling.
- Include in all our products, as a minimum requirement and in addition to mandatory nutrition information with simple and understandable front-of package label.
- Sound scientific evidence for all statements on healthy properties.
- Full compliance with all local regulations on recommended serving sizes.
A CULTURE OF
QUALITY
For Grupo Bimbo, quality is something we consider an ongoing commitment so we can offer safe products and services that guarantee customer and consumer satisfaction, and whenever possible, to even exceed their expectations. With this in mind, we have a Global Quality Policy that outlines the responsibilities of the Company and its leaders, as well as the quality strategy for all administrative and production processes throughout the entire value chain.
Our quality strategy enables us to have our operations certified under the GFSI (Global Food Safety Initiative). Currently, 144 of our plants are certified, which means that 92%* of our products are made in certified facilities.
* This does not include International Bakery, Nutrabien, or Welvyn because they are recent acquisitions, or BQ because there is no data regarding production volumes for the entire year.
products
are made in
certified
facilities
PORTFOLIO
In 2019, Oroweat Organics in the USA and Iberia posted sales of over 18 million dollars, and 1 million euros, respectively. The commitment of this product line with the planet is seen in the 1% contribution of its earnings to environmental causes, in addition to being a Plant-Based line.
At Grupo Bimbo we are committed to understanding and meeting the nutritional needs of our consumers.
* Ingredients of plant origin
Moreover, Bimbo Iberia gave an impulse to the bread category by launching its “100% Natural” line, which brings differentiation for our consumers because it is preservatives free. The Rustik Bakery brand was consolidated in the bread category, representing 54% of the Premium segment, characterized by being the first 100% natural bread, with a slow baking process and made with sourdough, thereby promoting a more rustic type of bread.
This innovation had great impact, therefore we decided to replicate it in other places, such as the USA, where The Rustik Oven brand was launched in September 2018. It was consolidated in 2019 by contributing over 10% to the rustic bread category, primarily through the winning over of new consumers.
It is worth mentioning the growth of Bimbo VITAL in Latin Centro (LAC). It is the flagship brand in health and wellness for the region, and expanded its value by 50% throughout 2019 with new 100% natural products proposals in their portfolio. It also conveys the message of containing no preservatives or artificial colors.
Sales during the year with the launching of Oroweat Organics in Bimbo Iberia
54%
Presence of Rustik bakery in the category of Premium breads in Bimbo Iberia
INNOVATION
BIMBO BRAZIL
Nutrella: 100% whole wheat muffins
Rap10: whole wheat tortilla with chia and quinoa with fiber, omega, vitamin and mineral content
RICOLINO MEXICO
KICAO: cacao-based bar preservative-free, no added sugar gluten-free, and a non-GMO product
BIMBOMEXICO
Sanissimo: New Salmas Chipotle, no fat, preservative-free, gluten-free
BIMBO PERU
Sanissimo: New Salmas, blue corn, no fat, preservative-free, gluten-free
At Grupo Bimbo we are committed to promoting healthy lifestyles
AND WELLNESS
participants
enrolled
slices of bread
donated
cities
countries
The Global Energy Race is one of the top initiatives for physical activity and family participation, and through which Grupo Bimbo seeks to foster a more active and healthier lifestyle.
One of our most important social responsibility projects has been held for 56 consecutive years, in 32 states throughout Mexico and with headquarters in 45 cities and 64 venues. Futbolito Bimbo promotes family values, inclusion, and physical activity.
boys and girls
teams
schools
states
MARKETING
Grupo Bimbo is a world leader in the baking industry, and therefore we assume the responsibility of always going the extra mile to nourish a better world.
Achieving this means we have to do things differently. That is why we
do marketing in an integrative and responsible manner, valuing each person and establishing a commitment to each one’s well-being.
This year, we developed and published “This is How We Do Marketing*, for responsible communication. In this document we list the guidelines that, along with our strategic partners, help us to develop better marketing actions, promoting a healthy lifestyle for our consumers and customers.
To reinforce this initiative, at Grupo Bimbo we have developed a Global Communication and Advertising Policy, for children. The goal is to establish general rules on how to produce socially responsible advertising that is specifically aimed at children under the age of 12.
We use above & below the line advertising for products the meet our nutrition criteria, in line with global standards and scientific evidence. Our advertising campaigns on television and other media, aimed at children, promote healthy lifestyles. We select television programs and other media and digital media that are in keeping with the values of our Company.
In the same way, pursuant to agreements reached with the IFBA (International Food and Beverage Alliance), our Internal Pledge, and the World Federation of Advertisers (WFA) the advertising aimed at children under 12 is only for those products which meet common nutrition criteria, based on accepted dietary guidelines. Moreover, we do not conduct advertising or marketing for children under 12 that is not covered under said agreement.
Our advertising campaigns
promote healthy lifestyles.
ALLIANCES
We have developed and established several alliances to develop comprehensive actions and concrete programs that impact the well-being of consumers.
The Latam Board was created in 2015 within the Consumer Goods Forum, whose primary purpose is to promote healthy lifestyles and better eating habits. Grupo Bimbo, has co-chaired since then and has conducted several efforts and initiatives to promote healthy habits.
One of our most significant efforts stems from the initiative Collabo- ration for Healthier Lives, where we have implemented pilot projects with other companies, with the purpose of driving healthier decisions by our consumers at the points of sale.
Therefore, in 2019 we continued with the program Dale un Giro Salu- dable a tu Vida (Give Your Life a Healthier Twist), in Central America. Given the proposal made by Grupo Bimbo, the first edition of the pilot program México Ponte Bien (Get Better Mexico) was initiated. This co- llaborative investment with over 100 companies took place in 36 su- permarkets throughout Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, and Mexico.
The project consisted of:
- Having experts in nutrition, physical activity and hygiene provide tailor-made recommendations on balanced meals
- Conducting physical activity
- Performing good personal hygiene
In addition, we work with experts in different specialties to apply technological advances wich provide the best nutrition features in benefit of our consumer.
CONSUMERS BENEFITED
THROUGHOUT MEXICO
AND CENTRAL AMERICA
SHARING KNOWLEDGE
ON NUTRITION
With the purpose of promoting healthy lifestyles among our consumers and associates, we developed tools with information based on science to help them to improve their nutrition, health and wellness.
*Data on visits, talks, and workshops conducted only within Mexico City and the metropolitan area.
visits to health
care professionals
nutrition talks
and workshops
