By Gary Symons
TLL Editor in Chief
Bimbo Bakeries USA has signed on with Brand Central as its exclusive licensing agency.
Brand Central is among the world’s largest licensing agencies, and is particularly known for its expertise in the area of food and beverage licensing. It represents some of the world’s most recognized food brands, including Mars Wrigley, Kraft Heinz, Tapatio Hot Sauce, and Takis, to name a few.
“We are excited to have found such a strategic partner in Brand Central,” said Alicia Rosas, Vice President of Innovation at Bimbo Bakeries USA. “We are looking forward to seeing how our many beloved brands can be extended into new and unexpected categories.”
Bimbo Bakeries has been a leader in the baking industry for over a century, known for its popular portfolio of brands including Entenmann’s, Little Bites, Thomas’, Boboli and more.
Entenmann’s, with its 120-year history of making delicious baked goods, continues to make life sweeter for families with their fresh assortment of sweets and snacks. Thomas’, known for its iconic English muffin, is the leader in the breakfast bread category and a staple brand in many US homes.
Now, Brand Central has been tapped to help the Bimbo Bakeries USA brands extend into new food and merchandise consumer product categories as well as unique partnership collaborations. Additionally, Brand Central will also help expand Bimbo Bakeries USA’s product range by strategically securing the rights to intellectual properties to drive growth and enter new opportunity spaces through new licensed products.
“We are so thrilled to have these passion brands as part of our client portfolio,” said Brand Central CEO Ross Misher. “The affinity for brands like Entenmann’s, Little Bites, Thomas’ and Boboli span generations and are prime for brand extension in multiple categories, especially food.
“We are looking forward to finding ideal licenses for Bimbo Bakeries USA to acquire across their vast bread and sweet goods portfolio,” Misher added.
The deal is a major win for Brand Central, as Bimbo ranks as one of America’s top producers of baking products. the company employs roughly 20,000 people across more than 60 manufacturing locations in the US alone. Its brands include household names like Artesano, Ball Park, Barcel, Bimbo, Boboli, Entenmann’s, Little Bites, Maier’s, Oroweat, and Sara Lee, among others.
Bimbo Bakeries USA is also part of Mexico’s Grupo Bimbo, S.A.B de C.V., the world’s largest baking company, with operations in 33 countries.