Multan and Bimbo with 100 million dls.

The penalty is for misleading consumers by selling boxed bread advertised as being made from whole wheat flour when refined flour is used.

Bimbo, the world’s leading bakery company, has been sanctioned by the Peruvian government for misleading consumers by selling boxed bread it advertises as being made from whole wheat flour, when in reality it uses refined flour that contributes to obesity. For which she was fined $100,000 and forced to withdraw the product from the market, Consumer Power (EPC) reported in El Porvenir newspaper.

Alejandro Calvillo, the organization’s director, decried that both the EPC and the Peruvian Association of Consumers and Users (ASPEC) and another group from Chile – all members of Consumers International – simultaneously filed the same lawsuit against Bimba in early 2008 as part of a regional campaign, but won different results since here the Federal Prosecutor for Consumers (Profeco) did not even respond to the complaint and the Chilean authorities did not resolve the case either.

On the other hand, the Institute for the Defense of Market Competition and the Protection of Intellectual Property (Indecopi) of Peru has ordered the “definitive and immediate cessation of the marketing of the Pan de Molde Bimbo product”, until it is proven that it is made with flour.integral as stated on packaging.

Alejandro Calvillo explained that real whole wheat bread is made from whole wheat flour after milling the wheat grain in all its parts, including the husk or bran and the seed or germ.

But Bimbo has marketed up to three different types of bread in Mexico – Wonder, Orowear and traditional Bimbo Whole Grain Bread – that it advertises as “whole grain” when it’s not, because it uses refined flour that contributes to obesity because it only provides carbohydrates .

Given Profeco’s indifference, El Poder del Consumidor filed a lawsuit last October.

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