Bimbo Bakeries USA Expands Distribution of Sara Lee Breads

Improvements to healthfulness of Sara Lee sliced bread products and new butter bead product introduced to key markets.

10 April 2012 --- Bimbo Bakeries USA (BBU) introduces Sara Lee sliced bread products to the Northeast market, including Connecticut, Maine, Massachusetts, New Hampshire, New York, Rhode Island and Vermont. BBU will also 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," said Jon Silvon, Category Director.

In the Northeast region, consumers will benefit from greater availability of the Sara Lee sliced bread product line. Sara Lee products include:

-- Classic: Sara Lee 100% Whole Wheat and Sara Lee Honey Wheat Bread

-- Soft & Smooth: Whole Grain White and 100% Whole Wheat Bread

-- 45 Calories & Delightful: 100% Whole Wheat and Healthy Multi-Grain Bread

-- Iron Kids: Better White Bread enriched with Calcium & Fiber

Following BBU parent company Grupo Bimbo, S.A.B. de C.V.’s (bimboa:MM) acquisition of Sara Lee’s Fresh Bakery business in November 2011, BBU reformulated the top-selling 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,” said Silvon.