Bimbo Bakeries USA (BBU) has introduced Sara Lee sliced bread products to the Northeast market, including Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont. BBU also will expand its existing distribution network of Sara Lee breads in the Mid-Atlantic region, including Delaware, Maryland, New Jersey, Pennsylvania and Washington, D.C.
“Bringing Sara Lee into the Northeastern United States provides an exceptional opportunity for BBU to leverage an iconic brand and deliver a world-class product to new consumers and retail customers,” category director Jon Silvon said in a press release.
Sara Lee breads will be available in superstores and regional grocery chains throughout the Northeast markets. Products include: Sara Lee® 100% Whole Wheat and Sara Lee® Honey Wheat Bread, Whole Grain White and 100% Whole Wheat Bread, 100% Whole Wheat and Healthy Multi-Grain Bread and calcium- and fiber-enriched Better White Bread.
Following BBU parent company Grupo Bimbo, S.A.B. de C.V.’s acquisition of Sara Lee’s Fresh Bakery business in November 2011, BBU reformulated the recipes to improve their healthfulness, removing artificial colors, flavors and preservatives as well as high-fructose corn syrup. BBU is also introducing a new Butter Bread, now available in the Atlantic markets.
“Sara Lee Breads have always had the taste consumers want and the nutrition they need. Our investment in these products will not only yield a more healthful, high-quality product, but will also allow more of our consumers to enjoy them every day,” added Silvon.