Not Your Grandfather’s White Bread

Ad Age: 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.
Interstate Bakeries is launching a 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.

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