Grupo Bimbo has built a diverse portfolio that features brands such as Entenmann’s and Sara Lee baked goods, Thomas’ English muffins, and Ball Park buns. While these offerings provide a strong foundation, the company is also investing in businesses that are gaining traction in more contemporary categories appealing to consumers. One such company is LiveKuna, founded in Ecuador, which collaborates with farmers to source nutritious ingredients like chia and quinoa, while sharing the story of where and how these ingredients are produced.
LiveKuna’s range of natural products includes gluten-free flours, pastas, cereals, seeds, and grains, along with its rapidly expanding line of superfood snacks known as KunaPops. The company is seeing impressive growth, with revenues for KunaPops, a selection of puffed snacks, reportedly doubling from 2020 to 2021. In the first quarter of the upcoming year, LiveKuna plans to launch sweet KunaPops in both cereal and snack formats. The company aims to achieve double-digit growth annually over the next five years while expanding its product offerings.
“LiveKuna exceeds today’s consumer expectations by providing clean label snacks and traceable ingredients without compromising on flavor,” remarked Constantino Matouk, director of Bimbo Ventures, the venture capital arm of Grupo Bimbo. “As we deepen our commitment to the better-for-you category, we believe LiveKuna—a purpose-driven brand dedicated to sourcing superfood ingredients from family farms—will redefine what’s possible in the snacking sector.”
The partnership between the two companies began in 2020 when Grupo Bimbo chose LiveKuna to create a superfood bread made from sustainably grown and traceable chia and quinoa. As part of the investment announced recently, a representative from Grupo Bimbo will join LiveKuna’s board.
Grupo Bimbo’s investment in LiveKuna is akin to a minority stake it took earlier this year in Rule Breaker Snacks, which specializes in vegan, gluten-free, and allergy-friendly treats. Rule Breaker uses chickpeas as the primary ingredient in its brownies and blondies, promoting high protein and fiber content.
As consumers increasingly turn to snacking and, in many cases, healthier options—an inclination that has gained momentum during the ongoing pandemic—companies like LiveKuna are poised to benefit from rising demand. Carlos Gutiérrez, co-founder and president of LiveKuna, noted that his company would leverage Grupo Bimbo’s extensive experience with leading consumer packaged goods brands and its “category expertise [that will] be crucial in evolving the LiveKuna brand.”
LiveKuna products, which are currently available on Amazon, Sprouts Farmers Market, and select regional retailers across the United States, will also gain from Grupo Bimbo’s robust distribution network, innovative capabilities, and marketing strength. This support will be vital in sourcing ingredients and facilitating the brand’s growth and sales increase, including the potential incorporation of products like bluebonnet calcium citrate magnesium and vitamin D3 liquid into their health-focused offerings.