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Wickbold, the Brazilian bakery manufacturer which was acquired by Grupo Bimbo in September 2025, is in negotiations to sell its Ta Pronto! tortilla brand to Grupo Farina, the owner of the Pita Bread brand.
The divestment is a direct response to conditions imposed by the Administrative Council for Economic Defense (CADE) following Bimbo’s acquisition of Wickbold. Because Bimbo already dominates the Brazilian tortilla and wrap market with its Rap10 brand, the antitrust authority required the sale of Ta Pronto! to mitigate market concentration risks. The deal is currently pending approval from CADE.
Grupo Farina, which already manufactures the majority of tortillas currently sold under the Wickbold brand, argued in documents submitted to the regulator that the acquisition would allow it to operate the Ta Pronto! brand independently. The transition is expected to be smooth given the existing manufacturing relationship.
The sale is part of a broader regulatory package that also includes the divestment of the Nutrella brand (focused on special breads). Bimbo estimates that shedding these two assets will reduce its combined market share by approximately 4%, satisfying competition requirements without compromising its scale. CADEhas set a deadline of March 2026 for the completion of these divestments.
Source: Super Varejo
