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Bimbo Bakeries USA Launches Bimbo® Bread in Atlanta

HORSHAM, PA - March 11, 2010 - The Bimbo Bakeries USA companies (BBU) are launching Bimbo [pronounced BEEMbo] bread, the nation's only family-size brand that is a good source of calcium, vitamins A, D & E and is free of artificial colors, flavors and high-fructose corn syrup. Bimbo is the first mainstream bread brand to offer all of these nutritional qualities in one package and will launch in Atlanta-area Kroger stores on March 18.

Bimbo bread will introduce Soft White, Soft Wheat, Made with Whole Grain White and Honey Wheat Bread, varying by market, beginning this week.

Bimbo bread offers families value and nutrition that is accessible on most any budget. The name "Bimbo" is pronounced "BEEMbo" and is derived from the Italian word bambino, meaning little boy.

Makers of such popular brands as Arnold, Boboli, Entenmann's, Mrs Baird's, Oroweat, and Thomas', BBU is headquartered in Horsham, PA. BBU will produce freshly baked, soft and delicious Bimbo bread at many of its U.S. bakeries, helping to maintain jobs and to support the vibrancy of the U.S. economy. The Bimbo Bear, visible on every package to bread aisle shoppers, is a symbol of nutritious, freshly baked, soft, and delicious family-friendly bread.

About Bimbo [BEEMbo] Bread
Bimbo bread has been bringing families together for four generations. A family-owned business since 1945, Bimbo bread is the flagship product of the international company that produces over 5,000 prestigious brands such as Arnold®, Bimbo®, Boboli®, Brownberry®, Entenmann's®, Freihofer's®, Mrs Baird's®, Oroweat®, Stroehmann®, and Thomas'®. Launching throughout the U.S. in 2010, Bimbo bread will be available as Soft White, Soft Wheat, Made with Whole Grain White, and Honey Wheat. It is a good source of calcium and vitamins A, D & E and is free of artificial colors, flavors and high fructose corn syrup.

About Bimbo Bakeries USA
The Bimbo Bakeries USA companies operate 35 bakeries in the United States and distribute top brands such as Arnold®, Bimbo®, Boboli®, Brownberry®, Entenmann's®, Francisco®, Freihofer's®, Marinela®, Mrs Baird's®, Oroweat®, Stroehmann®, Thomas'® and Tia Rosa®, on more than 7,000 routes. Bimbo Bakeries USA is headquartered in Horsham, PA, and is a wholly owned subsidiary of Mexico's Grupo Bimbo, S.A.B. de C.V., one of the world's largest baking companies with over 108,000 associates and operations in 18 countries throughout the Americas, Europe and China. Its stock has been trading on the Mexican Stock Exchange since 1980 under the ticker BIMBO.

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For Further Information Contact:
Katy Schell
Levenson & Brinker Public Relations
Katy.schell@levensonbrinkerpr.com
214.932.6042 or 847.852.9351