HORSHAM, PA. — Bimbo Bakeries USA aims to offer consumers more value and portion control with the launch of the Sara Lee Bread Half Loaf line.

The Grupo Bimbo SAB de CV subsidiary said each 12-oz Sara Lee Half Loaf provides a convenient, portion-controlled option — taking away the pressure of having to eat a full loaf — and enables consumers to try multiple flavors without having to buy several full loaves. The new line comes in three varieties: white, honey butter and nine-grain.

“At Sara Lee Bread, we understand that many customers in smaller households want to enjoy fresh, delicious bread without worrying about the waste,” said Nick Pitone, senior brand manager at Sara Lee Bread, a brand of Horsham, Pa.-based BBU. “With our new Half Loaves, we’re delivering just that — delicious, high-quality bread in a smaller, more convenient size.”

The soft-texture Sara Lee White Bread Half Loaf provides a good source of vitamins A, D and E and is “perfect for daily sandwiches,” according to the company. Meanwhile the Sara Lee Honey Butter Half Loaf offers extra flavor with a touch of sweetness from honey, and the Sara Lee 9 Grain Bread Half Loaf provides a heartier option packed with wholesome grains.

BBU said the Sara Lee Half Loaf carries a suggested retail price of $2.49 and is available now in the bread aisles at Walmart and other major food retailers nationwide.

Rafael Pamias, chief executive officer of Grupo Bimbo, had cited the Sara Lee Half Loaf launch in a Feb. 28 conference call on fiscal 2024 results.

“We’re focused on expanding our offerings in the value segment,” Pamias said. “We just introduced Sara Lee half loaves.”

The bread category hasn’t been immune to price inflation, and smaller loaves address consumer concerns about affordability, according to industry observers.

“There is most definitely lingering concern about high prices,” Anne-Marie Roerink, president of San Antonio-based 210 Analytics, said in a recent interview on bread product trends. “Consumers are trying to find value. In some cases, that means buying a little less to prevent food waste, and other cases they might divert to the store brand item. In Europe in particular, portion sizes are a way of managing food waste as well as the price tag. You’ll see packaged buns/rolls in packages of two, four, six, etc. Likewise, you’ll see packaged bread sold by the half or sometimes even less. That allows consumers to buy just what they need.”

Smaller packs also bring an option that was once the province of the bread section in the store’s perimeter.

“Half loaves and half-packs continue to be introduced and offered to consumers in center of store,” said Dawn Aho, client insights principal for the bakery vertical at Chicago-based Circana. “This, with the growth of the perimeter with random-weight options, meets the needs of consumers with smaller households or those looking for reduced-portion sizes.