Grupo Bimbo bullish on China's market potential

"If the government continues with measures like creating job opportunities, consumption will increase. When people feel secure, they tend to spend more."

Bimbo's strategy in China is centered on expansion — both geographically and product-wise. The company is expanding its reach into central, southern and western China, where opportunities remain untapped. "We're looking to expand to more regions in China. For example, we've recently formed a strategic partnership with Jingxitong, a platform within JD, to enhance our product distribution to national grocery stores," Zhang revealed.

In terms of product innovation, Bimbo is entering the booming snack category, having launched Rusk, a crispy bread-based snack, in late 2024. "The snack market in China is massive, with a market size of over 1 trillion yuan ($137.65 billion). And the product is a great fit for young people who snack frequently," Zhang noted. Bimbo is also tapping into the growing demand for healthier options, with products like zero-sugar, high-fiber bread and whole wheat options under its MANKATTAN brand.

Zhang stressed the importance of brand awareness, citing the success of the company's Bimbo Global Race event, which attracted over 2,000 runners on-site and 200,000 online participants last year. "It's not just about promoting the brand — it's about contributing to society through meaningful events," Zhang explained. The company is also planning social campaigns to advocate for healthy eating and life choices, leveraging influencers to build greater consumer awareness.

Bimbo's investment in local innovation is another key aspect of its strategy in China. Zhang highlighted that the company's research and development team in China is crucial to adapting products to local tastes. The MANKATTAN Beijing was officially accredited as "Foreign-Invested R&D Center" by the Beijing Municipal Science & Technology Commission and Administrative Commission of Zhongguancun Science Park recently. "Our R&D center is close to local consumers, and we can develop products that suit their needs quickly. For example, Rusk was developed in China, and if successful, we may share it with our global team," she said.

Looking to the future, Zhang expressed confidence in China's long-term growth prospects. "China grew dramatically during the past decades. It's not an easy journey," she said. "As long as there is a clear direction, the Chinese government can put all the resources or energy together and create miracles."