The growing popularity of the wholegrain loaf has revived the bread market in the US which was hit hard by the low-carb diet craze, according to research out this week.

According to Packaged Facts, sales have reversed a previous downward slide and grown by 1.1% in 2005 to US$13.7bn.

Furthermore, Packaged Facts projects that the market should see a continuous growth trend and reach $14.12bn by 2010.

According to the report, Bread Products in the US, sales in 2006 are expected to reach $13.8bn, bolstered in part by the success of the large number of new whole grain products introduced in 2005.

Virtually every major bread company introduced health-conscious bread in 2005, said Packaged Facts, with 33 of 80 new products containing whole wheat. Many products mimicked the taste and texture of classic white bread, making them accessible to the widest possible audience, the market researcher adds.