Before the trial, the Cade body does not rule out a price increase with Bimbo's purchase of Wickbold
The acquisition of Wickbold by Bimbo may generate pressure for price increases in the markets of industrialized breads after the operation, with a focus on the segments of whole grain, special/with grains, and healthy breads. This conclusion is from the Economic Studies Department of the Administrative Council for Economic Defense (DEE/Cade), which presented a technical note on Friday, 12, with an analysis of rivalry in the markets of industrialized breads affected by the operation. Bimbo do Brasil Ltda. is a wholly-owned subsidiary of the Mexican-origin Grupo Bimbo. In the country, it offers breads, loaves, cakes, and snacks, through brands such as Pullman, Plusvita, Ana Maria, Nutrella, Rap10, and Bisnaguito. The Brazilian-origin Grupo Wickbold has been operating in the bread market since 1938. Currently, it manufactures and markets industrialized breads (ready for consumption, including tortillas), cakes and pastries, cookies, brownies, honey cakes, and panettones. The ...