Baker Interstate Bakeries Corporation has introduced White Bread Fans 100% Whole Grain from Wonder, which it says is the first real 100% whole grain bread created specifically for people who love the mild flavour and soft feel of white bread.
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White Bread Fans 100% Whole Grain, which provides a good source of fibre, calcium and 9 vitamins and minerals, will debut in July at retailers in six U.S. markets: San Francisco, Sacramento, Kansas City, Omaha, Memphis and Little Rock. It is expected to be available nationwide by early 2006, the company said.
While white bread remains by far the largest segment of the bread category, eight out of ten white bread consumers are interested in bread that has real whole grain nutrition, but the taste of white bread, according to research conducted by Harman Atchison Research.
“As more and more consumers look to incorporate healthy choices, including 100% real whole grain, into their families’ diets, they’re encountering a roadblock when it comes to bread: most kids don’t like wheat bread,” said Jacques Roizen, chief marketing officer of Interstate Bakeries Corp. “As the company that has led the way in the white bread category, we’ve created White Bread Fans 100% Whole Grain specifically for people who want the benefits of real 100% whole grain, but simply prefer the soft texture and mild taste of white bread. Not only will moms feel good about serving their families healthy and nutritious food, everyone in the household will be able to enjoy the same bread.”
In its March 2005 New Product Pacesetters 2004 study, IRI noted the consumer trend toward healthier choices, saying it sees “significant growth potential among foods and beverages offering whole grains, natural and organic ingredients, and fortification with select vitamins, minerals, antioxidants, and soy as consumers seek improved health and vitality.”
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