Mexico’s Grupo Bimbo is taking over Moroccan bakery Joy Food, after getting the green light from Morocco’s Competition Council. The deal gives Bimbo full control of the Casablanca-based company.
The acquisition went through Bimbo’s Spanish arm, Bakery Iberian Investments, which handles its operations around the Mediterranean and North Africa. Joy Food, famous for its Bela brand, makes pre-packaged bread, toast, and snack cakes at its factory in Casablanca’s Lissasfa industrial zone.
Grupo Bimbo, based in Mexico City, is the biggest baking company in the world. It’s in over 30 countries and owns brands like Sara Lee and Entenmann’s. This move is part of its plan to grow globally and use regional hubs to manage production and distribution.
Morocco’s food market is changing, with more people shopping at supermarkets and looking for branded, packaged bread. For Bimbo, Casablanca is a good starting point to reach other African markets and meet the growing demand for convenient bread.
The Competition Council says the deal shouldn’t hurt customers. Experts expect Bimbo to bring better technology, new packaging, and smoother production to Joy Food, while keeping local staff to keep the taste familiar.
