New Delhi, 20th August, 2026: Baker’s Loaf, the premium bakery brand from Bimbo Bakeries India, home to India’s trusted bread brands Harvest Gold, Modern and Kitty, under the aegis of Grupo Bimbo, the world’s largest baked food company, has launched ‘Goodness, Baked with Obsession’, its first brand campaign since entering the market. Anchored in the craft of a true artisanal bakery, it is the brand’s first consolidated communication roll out across YouTube and social media platforms. (Brand film, Zero Preservatives Bread, and Protein Bread)
Launched in Delhi NCR in 2025, Baker’s Loaf has expanded its footprint across key metro markets in a short span of time. The new campaign spotlights the making of Baker’s Loaf, built on insights drawn from Bimbo Bakeries India’s journey and its experience of
leading some of the India’s most trusted bread brands, and on the craft that goes into every loaf.
The key insight of Goodness is the thoughtful choice of ingredients, giving consumers confidence in what goes into every loaf.
Obsession is the relentless focus on the best possible product, drawn from the bakery heritage of the world’s largest baked food company. The campaign brings that obsession alive as a story of time, patience and the hands that shape the dough, told from
the bakery floor itself, in a category built on speed.
The campaign is anchored by a brand film that traces the making of a Baker’s Loaf, following the process from dough to finished loaf and the time that goes into building each product. Two product films extend the idea to the range. The campaign, kickstarted
in August, will be amplified across on-ground and social activations including collaborations with creators, plus baking masterclasses and community spotlights.
Talking about the campaign, Raj Kanwar Singh, Managing Director, Bimbo Bakeries India, said,
“Baker’s Loaf strengthens our presence in the premium baked goods segment and reflects our ambition to bring together great taste, quality and craftsmanship. The ‘Goodness, Baked with Obsession’ campaign is crafted to amplify the brand promise of being obsessed
with delivering a best-in-class offering, while showcasing Grupo Bimbo’s expertise in baking to evolving Indian consumer needs.”
Leading the range are the Zero Preservative Whole Wheat Bread, made with no maida, no palm oil and no added preservatives, and the
High Protein Bread, with 53 grams of protein per loaf from wheat, pea, soy and rice. The range extends across artisanal loaves, buns and rolls, and is available on quick commerce across metro cities, with wider expansion planned in a phased manner.
About Baker’s Loaf
Baker’s Loaf is the artisanal bread and bakery brand from Bimbo Bakeries India, built on the promise of ‘Goodness, Baked with Obsession’. It combines transparent, quality ingredients with a slow baking process across its range of open-top artisanal breads and
premium loaves and is available on leading quick commerce platforms.
About Grupo Bimbo:
Grupo Bimbo is a multinational company with a presence in 39 countries located in the Americas, Europe, Asia, and Africa. Grupo Bimbo is the largest baked goods company in the world and the 7th largest packed food brand across the globe with an impressive product
portfolio that includes breads, cakes, sweet baked company, cookies and salty snacks.
Operating with the mission to provide nourishment for all, Bimbo Bakeries India under Grupo Bimbo is one of the largest bread makers in the country. Its three prominent brands – Harvest Gold, Modern, and Kitty offer an array of quality and tasty products in
the sliced breads, buns and other baked foods categories.
