Bimbo’s Rosca de Reyes New to the U.S.

In an effort to mark Three Kings Day, also known as the Feast of the Epiphany or the Twelfth Day of Christmas, Bimbo is bringing Rosca de Reyes to the United States. With the new sweet bread already on store shelves, Christmas will literally be “good till the last bite.”

Children in Mexico, Spain and some parts of Latin America celebrate Three Kings Day on January 6. The day commemorates the three kings who, according to the Bible, followed the star of Bethlehem to bring gifts to the baby Jesus. As a result, the holiday treat, Rosca de Reyes, is a sweet bread made in the shape of a crown. Holding true to tradition, Bimbo’s version of this Christmas dessert is adorned with jewel-like candied fruits. In addition, a small baby Jesus is placed within the packaging. Consumers traditionally hide the toy inside the bread for a guest to find. The lucky person is then responsible for throwing a party on February 2 to mark the official end of the Christmas season.

“Three Kings Day has brought Latin families together with culture and tradition for centuries,” said Juan Miguel Esaa, Bimbo U.S. Brand Manager. “Because Bimbo serves as a cultural bridge to Latin countries, it only makes sense that we bring this heritage to the United States.”

During the Halloween season last year, Bimbo introduced another Latin holiday treat, Pan de Muerto, to the United States for the first time. Like its predecessor, the Christmas bread is being sold across the country. In addition, Rosca de Reyes will be available until January 14th, or until supplies last.