Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Even Wonder Bread Gets a New Whole-Grain Version

By Published on .

NEW YORK (AdAge.com) -- Bread marketers are launching a variety of new whole-grain white breads in an effort to cater to the latest health trend while also catering to the tastes of the vast majority of consumers who don't like the taste of whole-grain bread.
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.

Agriculture Dept.
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.

Wonder Bread
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.

Most Popular
In this article: