Bimbo Bakeries USA Expands Snack Portfolio With Hershey’s Collaboration

Marinela and Bimbo have partnered with Hershey’s to introduce a co-branded range of snack cakes and baked goods to the U.S. market, following the products’ debut in Mexico.

The collection combines Marinela and Bimbo baked snack formats with Hershey’s chocolate and will be available across the U.S. in convenience stores from spring 2026, with a suggested retail price of USD 1.99.

The range includes Marinela Hershey’s Snack Cake, featuring chocolate cake layers, vanilla filling and a Hershey’s chocolate coating; Marinela Hershey’s Pingüinos, a version of Marinela’s classic Pingüinos with Hershey’s chocolate cream filling and chocolate coating; Bimbo Hershey’s Mantechox, muffins with Hershey’s cocoa filling; and Bimbo Hershey’s Crossantines Minis, Hershey’s-filled mini croissants positioned for everyday snacking, lunches and quick treats.

“Innovation drives everything we do at Grupo Bimbo, and this collaboration is proof. Pairing the timeless, fun spirit of Marinela® and Bimbo® with the beloved taste of Hershey’s creates something truly special – a combination our consumers have been waiting for. We’ve seen incredible passion for these products in Mexico, and we couldn’t be more excited to deliver these treats to U.S. fans,” said Paula Flores, Senior Brand Manager for Marinela at Bimbo Bakeries USA.

Bimbo Bakeries USA said the launch brings together the snack cake heritage of Marinela and Bimbo with Hershey’s chocolate brand recognition, targeting the U.S. convenience channel with single-serve products.

Bimbo Bakeries USA is owned by Grupo Bimbo and operates more than 50 manufacturing locations in the United States, supported by more than 20,000 U.S. associates and over 11,000 distribution routes. Its portfolio includes Arnold, Artesano, Ball Park, Bimbo, Boboli, Brownberry, Entenmann’s, Little Bites, Marinela, Mrs. Baird’s, Oroweat, Sara Lee, Stroehmann and Thomas’.