At the suggestion of the General Superintendence (SG), the court of the Administrative Council for Economic Defense (Cade) approved this Wednesday, 8th, two potential buyers presented by Bimbo for the acquisition of the Nutrella brand. The understanding of the technical area, followed by the court, was that the interested parties did not comply with the requirements of the agreement signed with the antitrust body last year. The names of the buyers appointed by Bimbo were kept confidential.
As a result, the brand divestment procedure continues, which does not rule out the possibility of other purchase proposals.
In September last year, the court approved the acquisition of the Brazilian industrial bakery company Wickbold by the Mexican Bimbo, conditioned on the conclusion of a Merger Control Agreement (ACC) between the companies.
The agreement establishes combined structural and behavioral commitments. Among the structural remedies adopted is the divestment of two brands, Tá Pronto! (tortilla/wrap type bread), which will be sold by Wickbold, and Nutrella (healthy bread segment), which will be sold by Bimbo, with a ban on repurchase for a period of 10 years.
A specific behavioral remedy was also agreed for the tubes and tubes segment in the Central-West region, so that contracts or agreements are not signed with retailers that imply exclusivity, including privileged reservation of spaces on shelves.
Compliance with the measures is monitored by a trustee independent, which must supervise the maintenance of volumes, distribution channels, product quality and marketing activities until the complete transfer of brands.
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Bimbo do Brasil Ltda. is a wholly owned subsidiary of Grupo Bimbo, of Mexican origin. In the country, breads, tubes, cakes and snacks are offered, through brands such as Pullman, Plusvita, Ana Maria, Nutrella, Rap10 and Bisnaguito. The Wickbold Group, of Brazilian origin, has been operating in the bread market since 1938. Currently, it manufactures and sells industrialized breads (ready-to-eat, including tortillas), cakes and cupcakes, cookies, brownies, honey buns and panettone under the brands Wickbold, Seven Boys, Do Forno and Tá Pronto!.
The Mexican company signed a contract to purchase 100% of the operations of its Brazilian rival at the end of August 2024. The operation was notified to Cade in November of that year. Bimbo is expected to acquire the entire share capital of six of the 10 companies that make up the Wickbold Group, including Wickbold & Nosso Pão Indústrias Alimentícias Ltda. (Wickbold).
