Last night I went to a Mexican bakery in SF’s Mission District and the lady at the counter asked us if we wanted to put in an order for a Rosca de Reyes. This is how they do it in Mexico, but I guess not everyone has the luxury of having a Mexican panadería close by — and Mexican immigrant dollars must be earned — so enter the pre-fab Rosca de Reyes, made by Bimbo and coming to a grocery store near you:

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.”

Bimbo also brought us the classic pre-fab Pan de Muerto earlier this year during the Día de Muertos holiday. I wonder if we can expect some ready-made atole in a TetraBrik for el Día de la Candelaria. Sounds like a trend: the modernization of ancient traditions for fun and profit. I must admit, though, this looks a lot better than pre-fab guacamole.

Via / Hispanic PR Wire