We’ve heard about Rice Krispies, Heinz 57, and Chips Ahoy moving south. Now we’re hearing about Yemina, Bimbo, and Valle Verde heading north.
Mexican markets have around 18 million customers in the United States of Mexican descent, and not only Mexicans. I remember a completely Anglo worker who told me that he went three times a week to a Mexican store to buy Mexican cheeses.
And when you grow up with a brand in your country, you pass it on to future generations. I grew up with Marinela, Gansito, Pingüinos, and Choco Roles, and now my 7-year-old daughter who was born in the US also knows the famous Mexican treats. Without a doubt, those generations will continue to pass them on to their future children.
Each year Mexican brands are getting stronger. In 2009 Grupo Bimbo, a company based in Mexico City, bought the companies of Weston Foods in the United States, acquiring the distribution of 22 industrial bakeries and 4,000 routes of distribution. The Mexican company has 35 bakeries in the United States, including Entenmann’s Pastries, Boboli Pizza, and Thomas’ English Muffins (no longer so English).