We investigate a novel optimal demand bidding model for industrial loads based on an extended optimal power flow problem for the day-ahead market. The objective function accounts for generation costs and revenue resulting from the sale of products made by the bidder using electricity. As a bidding entity, the industrial load participates in electricity price formation, and is described using a model whose parameters can be determined mostly from public information. Constraints specific to industrial loads, such as satisfying product demand, are also included. The model is validated using simulations of a modified IEEE 24-bus reliability test case with a chlor-alkali plant as the load entity. We find that the proposed participation model, which is simple enough to include in grid dispatch software, performs well relative to other demand-side management strategies such as price-based demand response and cooperative scheduling of industrial load by the grid operator.