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Brazil’s Antitrust Regulator Approves Bimbo’s Acquisition of Wickbold with Conditions

By  |  September 17, 2025

Brazil’s Administrative Council for Economic Defense (CADE) unanimously approved on Wednesday the acquisition of local bakery group Wickbold by Mexico’s Grupo Bimbo, but attached restrictions designed to protect competition in the market, according to Reuters.

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    The regulator ruled that Bimbo must divest several key assets, including the brands Ta Pronto, Wickbold and Nutrella. Per Reuters, these divestitures will be monitored by an independent trustee to ensure that the transferred assets remain viable competitors within Brazil’s bakery sector.

    CADE emphasized that requiring the sale of these brands is meant to prevent excessive concentration in the bread and baked goods industry. The watchdog noted that consolidation could otherwise diminish product diversity and limit price options for consumers, according to Reuters.

    The decision underscores Brazil’s efforts to balance foreign investment with the preservation of fair competition, as Grupo Bimbo—already a global leader in baked goods—expands its footprint in Latin America’s largest economy.

    Source: Reuters