US: Hostess Brands launches fibre-filled Wonder NPD
Hostess is the former IBC, which emerged from Chapter 11 last February
Hostess Brands, the US baker formerly known as Interstate Bakeries Corp., has launched an addition to its Wonder portfolio.
The company said yesterday (29 March) that Wonder Smartwhite would continue to cater for consumers "who prefer the taste of white bread but want more nutrition".
Wonder Smartwhite includes five grams of fibre per serving and has a third less sodium than "regular" white bread, the firm explained.
"Many families who enjoy the taste of white bread are looking for options that offer increased nutrition," said Stephany Verstraete, vice president of marketing for Wonder Bread. "The Wonder Smartwhite launch highlights Wonder's focus on providing parents with great tasting, nutritious options from a brand they know and trust."
IBC changed its name to Hostess Brands in November in a bid to "leverage" the profile of the Hostess label. Hostess is the group's best-selling brand, generating more than US$1bn in annual retail sales.
IBC had been in bankruptcy for almost five years before emerging as a private company in February last year.
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