Romania: Grupo Bimbo expands market leadership

Targoviste / RO. (eb) Mexican Grupo Bimbo S.A.B. de C.V., the world’s largest bakery group, is expanding its European presence by acquiring the Romanian bakery Trei Brutari SA. Headquartered in Târgoviște, the company has three production plants in Târgoviște (Dâmbovița County – Great Wallachia), Iași (Iași County – Western Moldova) and Buzău (Buzău County – Great Wallachia). Just over a year ago, the South Americans took over the bakery Vel Pitar SA, which is considered the largest player on the Romanian market – see «Grupo Bimbo stärkt Europageschäft mit Vel Pitar SA» (… only available in German).

Expanding its leadership on the Romanian market

The acquisition of Trei Brutari SA significantly strengthens Bimbo’s position as market leader on the Romanian baked goods market. It gives the Group access to a wide range of attractive branded products, an extensive distribution network and a team of over 400 specialists.

The Romanian market still has great potential

Romania is an attractive market for producers of bread and baked goods, with a bread consumption of over 60 kilograms per capita per year, one of the highest in Europe. Bread prices are still relatively low. Thanks to rising incomes and increasing demand for high-quality food, the market still has great potential for growth. Grupo Bimbo will systematically develop the market for itself. This may include new acquisitions. Above all, however, Bimbo is expected to systematically expand the existing capacities of Vel Pitar SA and Trei Brutari SA, extend the distribution network and utilise existing synergy effects. Last but not least, this includes expanding the product portfolio. Romania’s consumers would be delighted.

Good prospects for Vel Pitar and Trei Brutari

Vel Pitar and Trei Brutari are opening up completely new prospects in the alliance. They will not only benefit from global expertise on the local market. The international background will ensure that the Romanians can also strengthen their position in Europe. Last but not least, Vel Pitar and Trei Brutari have the certainty that they have done well under the umbrella of the Mexican group – at a time when a wave of consolidation is rolling through Europe that seems to have long been completed in other parts of the world. Even in the event that local food retailers wanted to rethink their strategy and produce their own bread through vertical integration, the position under the large umbrella would be preferable in any case.

Three further acquisitions complement the portfolio

In the first quarter (Q1-2024) and in addition to Romania’s Trei Brutari, Grupo Bimbo also acquired Moulin d’Or, the market leader for fine baked goods in Tunisia. This expands the Group’s presence to 35 countries around the world. The Mexicans also acquired the industrial bakery La Zarcereña – a biscuit and snack company in Costa Rica and the market leader for sweet baked goods there. Last but not least, the world’s largest baking group acquired 30 percent of the shares in the Turkish Uno Group (Unmaş A.Ş.), the local market leader for packaged bread. This was also revealed in Grupo Bimbo’s financial report for Q1-2024.