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Competition heated up in 1964, when the Continental Baking Co.,��the makers of Wonder Bread, reached��Mexico to compete in consumer segments then demanding foreign goods. Bimbo acquired Mexico rights to the Quality Bakers of America’s Sunbeam brand.

There were memorable battles in the contest to curry consumer tastes, such as what happened with Wonder’s Twinkies and Marinela’s Submarinos, though Bimbo never��lost��its market leadership position.��“Wonder was a wake-up call,” recalls Jaime Jorba. “Something��had to be done��to avoid the competition ‘eating��our��lunch,’ as it were. They set up weekly executive meetings for decision-making. The really massive growth happened starting then.” ��