Bimo

Bimo, short for Biscuiterie Industrielle du Maroc, is a Moroccan food company and consumer brand specializing in biscuits, wafers, génoise cakes, and related confectionery products. Founded in Casablanca in 1981 by Driss Meskini and René Ebbo, it developed into one of Morocco's best-known domestic snack businesses by combining industrial production with products positioned around familiar, everyday tastes. The company established its identity quickly after launching the Golden biscuit in 1982. Golden became closely associated with Bimo's early growth, using a homemade-style flavor profile and distinctive golden packaging to appeal to Moroccan households. Bimo subsequently broadened its portfolio. Tonik wafers were introduced in 1985, Merendina génoise cake was introduced in 1990, and Tagger followed in 1992. These products gave the company a presence across several important packaged-snack occasions rather than limiting it to a single biscuit format. Growing demand led Bimo to open a second production facility in 1994. The company later entered a significant ownership and strategic partnership phase. In 1999, ONA Group and Danone each acquired a 50 percent interest in Bimo. The arrangement connected a leading Moroccan business group with Danone's international food-sector experience. Bimo continued to operate as a locally recognized food business while benefiting from the resources and expertise of larger partners. Bimo's ownership changed again after Danone sold its biscuit division to Kraft Foods in 2007. Kraft consequently acquired a 50 percent stake in Bimo. In September 2012, Kraft Foods purchased the remaining 50 percent stake from Société Nationale d'Investissement, now known as Al Mada, making Kraft the sole owner. Kraft's 2012 corporate reorganization placed Bimo within Mondelez International, the global snacking company created through the separation of Kraft's grocery and snack operations. In 2013, Kraft Foods Maroc and Bimo were merged to create Mondelez Maroc, a unified Moroccan operating entity managing the businesses and brands inherited from both organizations. Bimo has remained an important part of Mondelez's local manufacturing and brand portfolio. In 2015, Mondelez announced an investment of $11 million in Bimo's Casablanca plant to begin local production of Oreo biscuits, linking Bimo's manufacturing base with one of Mondelez's best-known international brands. The investment also reflected the company's broader strategy of producing more snacks locally for the Moroccan market. Mondelez marked ten years of operations in Morocco in 2022, highlighting continuing investment and its established presence in the country. The Bimo portfolio continues to center on biscuits, wafers, and cakes, with Golden, Tonik, Tagger, and Merendina serving as its principal named product lines. The business operates production facilities in Casablanca and has been described as employing approximately 1,400 people. Bimo has also retained strong local brand recognition: in 2025, it was reported among the top three food brands in Morocco at the Love Brand Ceremony. Its current identity therefore combines Moroccan heritage and household familiarity with the manufacturing, distribution, and international brand resources of Mondelez International.

Bimo was established in Casablanca in 1981 by Driss Meskini and René Ebbo under the name Biscuiterie Industrielle du Maroc. Its first major product milestone came in 1982 with the introduction of Golden, a biscuit designed around a homemade-style taste and presented in recognizable golden packaging. Golden helped establish Bimo as a domestic Moroccan snack brand and provided the platform for subsequent portfolio expansion. The company added Tonik wafers in 1985, followed by Merendina génoise cake in 1990 and Tagger biscuits in 1992. By extending into wafers and cakes as well as conventional biscuits, Bimo built a broader packaged-food offering for household consumption. Rising demand led to the opening of a second production facility in 1994, strengthening the company's ability to serve the Moroccan market. A major ownership transition occurred in 1999, when ONA Group and Danone each acquired half of Bimo. The partnership combined Moroccan corporate participation with Danone's international food-industry capabilities. This structure changed in 2007 after Kraft Foods acquired Danone's biscuit division, including Danone's 50 percent interest in Bimo. Kraft later purchased the remaining 50 percent stake from Société Nationale d'Investissement, now Al Mada, in September 2012. Bimo then entered the corporate structure of Mondelez International, which was created from Kraft Foods' separation of its global snack activities from its grocery business. In 2013, Kraft Foods Maroc and Bimo were merged into Mondelez Maroc, creating a single Moroccan operating organization. Bimo's heritage brands continued to form part of the local portfolio while the business gained access to Mondelez's international production, marketing, and distribution resources. In 2015, Mondelez invested $11 million in Bimo's Casablanca plant to launch local production of Oreo biscuits. This decision expanded the facility beyond its traditional Bimo-branded products and made it part of Mondelez's strategy for local manufacturing in Morocco. Mondelez later described its Moroccan presence as having reached its tenth anniversary in 2022, using the occasion to emphasize continuing investment and local roots. Bimo's principal portfolio remains associated with Golden, Tonik, Tagger, and Merendina. The company has been described as operating several production facilities in Casablanca and employing about 1,400 people. Its continuing recognition in Morocco was reflected in a reported top-three placement among the country's food brands at the 2025 Love Brand Ceremony. Bimo is therefore both a long-established Moroccan consumer brand and a local manufacturing platform within Mondelez International.

• 2025

  Bimo receives Love Brand recognition

  [1]Bimo (Morocco)en.wikipedia.org

  Bimo is reported among the three leading food brands in Morocco at the Love Brand Ceremony.

• 2022

  Mondelez celebrates ten years in Morocco

  [1]Bimo (Morocco)en.wikipedia.org

  The company marks a decade of Moroccan operations and highlights ongoing local investment.

• 2015

  Local Oreo production begins

  [1]Bimo (Morocco)en.wikipedia.org

  Mondelez invests in the Casablanca plant to begin local Oreo biscuit production.

• 2013

  Mondelez Maroc is created

  [1]Bimo (Morocco)en.wikipedia.org

  Bimo and Kraft Foods Maroc are merged into a single Moroccan Mondelez entity.

• 2012

  Kraft Foods takes full ownership

  [1]Bimo (Morocco)en.wikipedia.org

  Kraft Foods acquires the remaining stake from Société Nationale d'Investissement in September.

• 2007

  Kraft Foods acquires a 50 percent stake

  [1]Bimo (Morocco)en.wikipedia.org

  Kraft Foods obtains Danone's interest after acquiring Danone's biscuit division.

• 1999

  ONA Group and Danone enter joint ownership

  [1]Bimo (Morocco)en.wikipedia.org

  The two partners each acquire a 50 percent stake in Bimo.

• 1994

  Second production facility opens

  [1]Bimo (Morocco)en.wikipedia.org

  Bimo adds a second facility in response to increasing demand.

• 1992

  Tagger introduced

  [1]Bimo (Morocco)en.wikipedia.org

  Tagger broadens Bimo's biscuit offering.

• 1990

  Merendina introduced

  [1]Bimo (Morocco)en.wikipedia.org

  The company adds Merendina, a génoise-style cake, to its portfolio.

• 1985

  Tonik wafers introduced

  [1]Bimo (Morocco)en.wikipedia.org

  Bimo expands from biscuits into wafer products with the launch of Tonik.

• 1982

  Golden biscuit introduced

  [1]Bimo (Morocco)en.wikipedia.org

  Golden becomes Bimo's first major flagship biscuit and an important part of its early Moroccan market identity.

• 1981

  Bimo is founded

  [1]Bimo (Morocco)en.wikipedia.org

  Driss Meskini and René Ebbo establish Biscuiterie Industrielle du Maroc in Casablanca.

A familiar Moroccan packaged-snack brand built around accessible biscuits, wafers, and cakes, combining local heritage and household recognition with the manufacturing and distribution capabilities of Mondelez International.

• Biscuit · 1982

  Golden

  Golden is Bimo's foundational flagship biscuit, introduced in 1982. It is associated with a homemade-style flavor and distinctive golden packaging. The product helped establish Bimo's identity in Morocco and remains one of the brand's best-known traditional offerings.

• Wafer · 1985

  Tonik

  Tonik is Bimo's wafer range, launched in 1985 as the company expanded beyond its initial biscuit product. It represents Bimo's move into lighter, layered snack formats and forms part of the brand's established Moroccan packaged-food portfolio.

• Génoise cake · 1990

  Merendina

  Merendina is a génoise-style cake introduced in 1990. The product extended Bimo into individually consumed soft-cake snacks and became described as a staple in Moroccan households.

• Biscuit · 1992

  Tagger

  Tagger is a Bimo biscuit line launched in 1992. Its introduction broadened the company's biscuit selection after the earlier success of Golden and reinforced Bimo's position in Morocco's everyday snack market.

• Sandwich biscuit · 2015

  Oreo

  Oreo is an international Mondelez biscuit that began local production at Bimo's Casablanca plant after a 2015 investment. It is not a Bimo-originated product, but its local manufacture expanded the strategic role of Bimo's production infrastructure within Mondelez Maroc.

• 2015

  Investing in local Oreo productionStrategy

  Background

  Mondelez sought to deepen local manufacturing and expand its Moroccan production base beyond Bimo's established domestic snack lines.

  Action taken

  Mondelez invested $11 million in Bimo's Casablanca plant to start local production of Oreo biscuits.

  Aftermath

  The investment integrated Bimo's manufacturing facilities more closely into Mondelez's international brand network and local Moroccan operations.

  Plant investment. $11 million (2015)

  Source

• 2013

  Combining Bimo and Kraft Foods MarocM&A

  Background

  Following Kraft Foods' separation and the creation of Mondelez International, the Moroccan businesses required a unified operating structure.

  Action taken

  Kraft Foods Maroc and Bimo were merged to form Mondelez Maroc.

  Aftermath

  Bimo became part of a consolidated Moroccan Mondelez organization while retaining its established local product heritage.

  Source

1. 1Bimo (Morocco)en.wikipedia.org