|In an effort to move hardcore white bread eaters toward healthier alternatives, Interstate Bakeries Corp. is marketing a whole grain version of its Wonder Bread.
Sara Lee Corp. and Interstate Bakeries Corp. each announced new whole grain varieties this week that they promise offer the taste and texture of white bread. Despite its lower level of nutrients, white bread is still the category leader with nearly 50% of sales despite declines lost to whole-grain growth over the last year.
While new U.S. Department of Agriculture guidelines recommend Americans get more whole grains in their diet, research has found that white-bread lovers (including children) are loathe to make the switch.
Sara Lee is supporting its new Sara Lee Soft & Smooth Made with Whole Grain White Bread this month with extensive TV and print advertising. It is also offering samples at minor league baseball games to promote what it calls the "stealth health" variety of bread, made from a blend of 70% enriched flour and 30% whole-grain flour.
Interstate Bakeries, meanwhile, is likewise launching its own whole-grain version of its classic Wonder Bread dubbed "White Bread Fans 100% Whole Grain." The variety launches this month in six U.S. markets and is expected to be available nationally by early 2006.
Interstate Bakeries determined in research that eight out of 10 white-bread consumers were interested in whole-grain breads with the taste of white bread.