Bimbo Bakeries USA expands snack portfolio with Hershey’s collaboration

USA – Bimbo Bakeries USA, a subsidiary of Grupo Bimbo SAB de CV, has announced a landmark co-branding partnership with The Hershey Company to launch an innovative line of premium sweet baked goods.

The strategic collaboration merges Bimbo’s extensive manufacturing and nationwide DSD (Direct Store Delivery) distribution network with Hershey’s globally recognized chocolate and confectionery flavor profiles.

Designed to capture a larger share of the fast-growing evening indulgence and multi-pack snacking categories, the joint venture represents a significant portfolio expansion for both food sector giants.

The partnership unites Marinela and Bimbo, Hispanics’ most beloved snack brands, with Hershey’s to revolutionize the US snack aisle with boldly co-branded products including Snack Cakes, Pinguinos, Mantechox, and Crossantines Minis.

The range includes four products: the Marinela Hershey’s Snack Cake, featuring chocolate cake layers, vanilla filling, and a Hershey’s chocolate coating; Marinela Hershey’s Pingüinos, a rendition of Marinela’s classic Pingüinos with Hershey’s chocolate cream filling and chocolate coating; Bimbo Hershey’s Mantechox, muffins filled with Hershey’s cocoa; and Bimbo Hershey’s Crossantines Minis, Hershey ‘s-filled mini croissants positioned for everyday snacking, lunches, and quick treats.

These items are engineered to offer cross-generational appeal, combining the nostalgic comfort of familiar snack-cake formats with the premium flavour identity of top-tier American confectionery brands.

The items are packaged in both single-serve formats for convenience stores and multi-pack boxes tailored for traditional grocery and mass-merchandising aisles.

Commenting on the partnership, Paula Flores, Senior Brand Manager for Marinela at Bimbo Bakeries USA, said innovation drives everything at Grupo Bimbo, and the collaboration pairs the timeless, fun spirit of Marinela and Bimbo with the beloved taste of Hershey’s to create something truly special.

By leveraging Hershey’s immense brand equity, Bimbo aims to accelerate retail velocity in the highly competitive sweet baked goods sector.

The move also aligns perfectly with Grupo Bimbo’s global strategic mandate to transition its broader product lines toward cleaner ingredient profiles and sustainable packaging formats, without compromising the sensory expectations of mainstream sweet-snacking consumers.

For The Hershey Company, the partnership serves as a capital-efficient avenue to extend its flagship intellectual properties beyond the traditional candy aisle and into the multi-billion-dollar commercial bakery space.

The launch reflects broader industry momentum toward cross-brand partnerships in the snack and bakery space, with Bimbo Bakeries USA leveraging Hershey’s chocolate equity to strengthen its position in the competitive US convenience channel.

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