Bimbo Bakeries USA is bringing two of Latin America's most recognized snack brands to mainstream U.S. shelves through a new co-branded partnership with Hershey's. The collection, which officially launched June 10, 2026, pairs Marinela and Bimbo's baked goods heritage with Hershey's chocolate across four products: a co-branded Snack Cake, Pinguinos, Mantechox, and Crossantines Minis.
The partnership marks the formal U.S. debut for Marinela and Bimbo in a co-branded format, targeting American consumers who may already know Hershey's but are being introduced to the Mexican bakery staples for the first time. For operators and buyers in convenience, campus dining, and grab-and-go retail, the lineup represents a calculated bet on multicultural snack demand — a category that has shown consistent momentum across restaurant and foodservice snack trends.
Pinguinos, a cream-filled chocolate snack cake long popular in Mexico and among Hispanic communities in the U.S., anchors the collection alongside Mantechox — a shortbread-style cookie — and Crossantines Minis, bite-sized croissant snacks. Adding Hershey's branding gives each product a co-sign that could ease trial among shoppers unfamiliar with the Marinela and Bimbo names.
For foodservice and hospitality professionals tracking the snack and impulse-purchase segment, the launch reflects a broader industry shift toward cross-cultural flavor profiles and licensed brand collaborations as a growth lever. Food & Beverage Magazine has tracked similar co-branding strategies accelerating across the packaged goods space as brands compete for shelf and menu real estate.
Bimbo Bakeries USA, the U.S. arm of Grupo Bimbo — one of the world's largest baking companies — is headquartered in Irving, Texas. The company's distribution scale positions the new line for broad retail reach from launch, which may create downstream opportunities for operators sourcing branded snack components for amenity programs, catering, or beverage and snack pairings in hospitality settings.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
