CADE confirms public auction for divestiture of Nutrella

The Administrative Council for Economic Defense (CADE) announces the holding of an open public auction, with no minimum price established, for the Nutrella brand and other related rights.

The auction is provided for under Clause 5.2.5. of the Merger Control Agreement signed on 23 September 2025, between Bimbo do Brasil Ltda. (Bimbo) and CADE. The agreement was negotiated following Bimbo's decision to present a proposal for a merger control commitment in order to address competition concerns identified within the scope of Case No. 08700.009090/2024-02 regarding the acquisition of six businesses belonging to the Wickbold Group, including Wickbold & Nosso Pão Indústrias Alimentícias Ltda (Wickbold).

On 17 September 2025, the agency concluded that the transaction would raise competition concerns, particularly in certain product categories such as sliced grain bread, elongated buns, snack rolls, and tortillas/wrap-type breads, at both national and regional levels. Therefore, Bimbo voluntarily undertook commitments before CADE to adopt structural and behavioural remedies to mitigate competition risks identified in the transaction.

Prior to the auction, Bimbo informed CADE that the closing of the transaction regarding the acquisition of Wickbold occurred on 6 October 2025. Subsequently, on 6 March 2026, Bimbo concluded the divestiture of the "Tá Pronto!" assets, another divestment commitment undertaken in the agreement.

Since the execution of the agreement, Bimbo sought an interested party that met the requirements to acquire the Nutrella brand. The names of the companies that expressed interest in the acquisition were submitted to CADE; however, following analysis by the technical body and a decision by the agency’s Tribunal, none of them fulfilled the requirements set forth in Clause 5.2.3 of the Agreement.

On 24 April 2026, in light of Bimbo’s unsuccessful efforts to find a buyer, it granted the Divestiture Trustee a power of attorney to carry out an open public auction for the divestiture of Nutrella with no minimum price established and in compliance with the commitments undertaken in the Agreement.

Further Information
Founded in 1972, in the state of Rio Grande do Sul, Nutrella is a traditional brand in the Brazilian industrial bakery market, with more than 50 years of experience, and part of the Grupo Bimbo's portfolio since 2008. The brand is recognized for its line of sliced breads, sliced grain breads, elongated buns, snack rolls, playing a prominent role in the grain bread segment and in recipes focused on health and wellness (plant-based and clean-label products).

The divestment of the Nutrella brand through an open public auction results from the commitment undertaken by Bimbo in the Merger Control Agreement related to Case No. 08700.009090/2024-02, a transaction involving the acquisition of Wickbold & Nosso Pão Indústrias Alimentícias Ltda. (Wickbold) by Bimbo do Brasil Ltda. (Bimbo).

The assets of Nutrella include, among others: active registered trademarks, related intellectual property rights, the "https://www.nutrella.com.br/" internet domain, product stock, marketing and promotional materials, the customer list from the last 18 months, exclusive supplier agreements, as well as formulas and recipes related to the manufacture of Nutrella products. According to a statement published by the Divestiture Trustee and Bimbo, the auction will be held on 24 July 2026 and conducted in two separate phases.

The first phase of the bidding session will take place at 3:00 PM (Brasilia time), with participation limited to interested parties that meet the requirements set forth in subitem (a) of Clause 8 of the Auction Notice (Clause 5.2.3., and corresponding subitems, of the Merger Control Agreement).

Then, on the same date, at 3:30 PM (Brasilia time), in the event that there is no winning bidder, a bidding session will be held with interested parties that fall under subitem (b) of Clause 8 of the Auction Notice (Clause 5.2.3.1 of the Merger Control Agreement).

The open public auction will be conducted by auctioneer Fernando José Cerello Gonçalves Pereira, and carried out through the Mega Leilões platform.

Interested parties must complete their registration and qualification by 23 July 2026 (Auction Code: ML34178; Auction Lot: X126663).
Access the Auction Notice. The auction platform is available here.

In accordance with the Auction Notice and Clauses 5.2.3 and 5.2.3.1 of the Merger Control Agreement, interested parties shall demonstrate their compliance with the requirements applicable to the purchaser of the Nutrella brand.

Further information may be obtained directly from the auctioneer at the following telephone numbers +55 (11) 3149-4600 or +55 (11) 91139-0118.