Bimbo introduces a new product for Lent.

Because most Latinos are Catholic, Bimbo is introducing a new Lent product to the U.S. for a limited time. Molido Crujiente is made up of cracker crumbs that can be used to flavor seafood while Catholics abstain from meat during the current religious season.

“Molido Crujiente has been a favorite in Mexico for many years and we’re excited to finally make it available here,” said Juan Miguel Esaa, U.S. brand manager for Bimbo.

Latinos should not be surprised if the product looks different on U.S. stores shelves. It is the same Molido Crujiente as in Mexico, but instead of a bag, Bimbo has packaged it in containers similar to their traditional breadcrumbs.

Another noticeable new difference is the seasonal campaign logo on containers of Molido Crujiente as well as Bimbo’s Pan Tostados, Mantecadas, Donas Azucaradas and Conchas. “Los Encantos del Mar,” or “The Wonders of the Sea,” aims to encourage Latinos who want to recognize the Lent season. Products containing the logo will also contain a special recipe that does not include meat. Consumers can collect 10 recipes located inside containers or printed on the outside of packages. Examples include Tuna Salad Tostaditos, Choco-Cocadas, Zesty Cheese Sandwich, Crispy Apple Rounds and more.

“Bimbo has always been a company that strives to connect with its consumers,” said Esaa. “We are part of the Hispanic community in America and we recognize its needs. These recipes will help many people celebrate their religion as well as their culture at the same time.”