La Revolucion Industrial

COMPANY PROFILE

Grupo Bimbo S.A. de

C.V.

REFERENCE CODE: 2A85AD81-DF48-45AE-B31D-F5C175CBBEF7

PUBLICATION DATE: 23 Mar 2014

www.marketline.com

COPYRIGHT MARKETLINE. THIS CONTENT IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED OR DISTRIBUTED.

TABLE OF CONTENTS

Company Overview..............................................................................................3

Key Facts...............................................................................................................3

Business Description...........................................................................................4

History...................................................................................................................5

Key Employees.....................................................................................................8

Key Employee Biographies................................................................................10

Major Products and Services............................................................................17

Revenue Analysis...............................................................................................20

SWOT Analysis...................................................................................................21

Top Competitors.................................................................................................28

Company View.....................................................................................................29

Locations and Subsidiaries...............................................................................32

COMPANY OVERVIEW

Grupo Bimbo (Bimbo or 'the company') is engaged in the production, distribution and sale of a variety of bakery products such as bread, cookies, cakes, candies, chocolates, snacks, tortillas, as well as processed foods. The company operates in Americas, Asia and Europe. It is headquartered in Mexico City, Mexico and employed 125,351 people as of December 31, 2012.

The company recorded revenues of MXN173,139 million ($13,158.6 million) in the financial year ended December 2012 (FY2012), an increase of 29.7% over FY2011. The growth in revenues was mainly due to the consolidation of acquisitions and the organic growth in Mexico and Latin America. The operating profit of the company was MXN7,387 million ($561.4 million) in FY2012, a decrease of 22.5% compared to FY2011. The net profit was MXN2,028 million ($154.1 million) in FY2012, a decrease of 58.4% compared to FY2011.

KEY FACTS

Head Office

Phone

Fax

Web Address

Revenue / turnover

(MXP Mn)

Financial Year End Employees Mexican Stock

Exchange Ticker

Grupo Bimbo S.A. de C.V.

Prolongacion Paseo de la Reforma No. 1000

Colonia Pena Blanca Santa Fe Delegacion Alvaro Obregon Mexico City 01210

MEX

52 55 5258 6600

http://www.grupobimbo.com

173,139.0

December

125,351

BIMBO

BUSINESS DESCRIPTION

Bimbo is a Mexico-based manufacturer and marketer of fresh bakery products. The company's product lines include a variety of bread, cookies, cakes, candies, chocolates, snacks, tortillas, and processed foods. It operates around 150 production facilities in 19 countries across Americas, Asia and Europe. The company's brand portfolio includes more than 100 umbrella brands. The distribution network of the company includes more than 51,000 routes and more than 2.2 million points of sale.

The company's business is organized (on the basis of its geographical presence) into four segments: Mexico, the US, Central and South America and Iberia.

The Mexico segment is managed by various subsidiary companies, including Bimbo, El Globo and Organizacion Barcel. The company markets its products under the brand names such as Bimbo, Barcel, Marinela, Ricolino, Coronado, Suandy, Tia Rosa, Clever, La Corona, El Globo, Lonchibon, Milpa Real, Del Hogar, Sanissimo and Dulces Vero. At the end of FY2012, the segment operated

41 production plants.

The US segment is operated through Bimbo Bakeries USA (BBU). The principal brands marketed under this segment include Sara Lee, Arnold, Boboli, Brownberry, Entenmann's, Francisco, Mrs. Baird's, Oroweat, Stroehmann, Thomas', Old Country, Holsum, Earth Grains and Heiner's among others. The segment also represents a broad range of licensed brands. As of December 31, 2012, the company had 69 production plants in the US.

Central and South America segment includes operations of Latin Sur and LAC businesses. The principal brands sold in the Organizacion Latinoamerica (OLA) region include Bimbo, Monarca, La Mejor, Breddy, Tulipan, Schmidt, Ideal, Pix, Marinela, Lido, Ricolino, Coronado, Pullman, Plus Vita, Ana Maria, Nutrella, Firenze, Pancatalan, El Maestro Cubano, Los Sorchantes, Ricard, Plucky, Fuchs, Cena, Agua de Piedra, Lagos del Sur, Lalo, Mama Ines, Pan Todos, Panissimo, Rollys, PYC, Holsum, Fargo and Pantodos brands. Bimbo had 30 production plants in Latin America at the end of FY2012.

Bimbo Iberia operates in Spain and Portugal. The company markets its products under the brand names Bimbo, Silhouette, Martinez and Eagle. Bimbo had eight plants in the region as of December

31, 2012.

The company also has operations in Asia through Organizacion Asia. In China, the company markets its products under the Bimbo brand name. It had two plants in the country as of December 31, 2012.

HISTORY

Bimbo was established in Mexico City in 1945. It started its operations with Bimbo Bear products, which comprised large bread, small bread, rye bread and toasted products wrapped in cellophane. In 1947, the company introduced pound cake into the market. By the following year, the company was selling nine products under the Bimbo label. The company established its first distribution warehouse in Puebla in 1949. During the same period, the company set up warehouses in Tuxpan, Poza Rica, Toluca, Pachuca, and the cities of Puebla and Cuernavaca. It opened two plants in Santa Maria Insurgentes.

In 1952, the company began the production of Donas del Osito (Bear Cub's doughnuts), as well as a new buns line which included Bimbollos, Medias Noches and Colchones. In 1956, Bimbo promoted a new company, Pasteles y Biscochos, and started the production of cakes and pastries under the Keik brand name. During the same period, the company changed the name of Pasteles y Biscochos to Productos Marinela.

Bimbo acquired the rights for the Sunbeam brand in Mexico from Quality Bakers of America in 1964. The Super Submarinos Marinela was launched into the market in 1967.

In the early 1970s, the company entered the snack market by launching Palomitas brand of popcorns. In 1972, Bimbo installed the largest bakery in Latin America and one of the 10 largest in the world in Azcapotzalco, Mexico City. In the following year, the company entered the jams and marmalades market. Later in 1978, Bimbo created the Ricolino brand for candies and chocolates.

In 1980, Bimbo was listed on the Mexican Stock Exchange. In 1984, the company expanded into the US by exporting its products. In 1990, the company launched corn tortillas under the Milpa Real and Lonchibon brands.

Bimbo Central America was created with the construction of a plant in Guatemala in 1990. In the following year, Bimbo Argentina was created along with the establishment of the Latin America region corporate structure. In 1995, Bimbo acquired Coronado, a maker of candied goat milk-based products. In the same year, the company's Ideal plant in Chile and the Bimbo Argentina plant started operations. In 1998, Bimbo acquired the American bakery, Mrs. Baird's.

The company acquired Plus Vita, one of the largest bakeries in Brazil, in 2001. The company also acquired Pullman in the same year. In the following year, Bimbo acquired the West region baking business of George Weston Limited, the owner of the Oroweat brand, in the US.

The company acquired confectionery companies Joyco de Mexico, Alimentos Duval and Lolimen in

2004. In the same year, Bimbo acquired the Spanish company, Corporacion Agrolimen, which included two production facilities and the rights to the Duvalin, Bocadin and Lunetas brands. Further in 2004, the company opened its new frozen bread plant, Fripan, with co-investor Rich's Products

in Lerma, Mexico. In the same year, Bimbo launched Linseed Multigrain and Silueta (Silhouette)

bars and Light Bimbo Loaf Bread.

Bimbo launched new double-fiber snack bar in 2005. During

...