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Article: White bread icon aims for bigger slice of market; Wonder plans to launch 2 whole wheat versions

Article from:
Telegraph - Herald (Dubuque)
Article date:
January 23, 2006
Author:
Copyright

But will kids still be able to wad it up into sticky, glutinous balls and throw it across the cafeteria?

Wonder Bread, that icon of squishy, oh-so-American white bread, turns a nutritional corner today with the launch of two whole wheat versions intended to look, taste and feel just like the spongy original.

It's part of a plan to resuscitate Wonder Bread's baker, the bankrupt Interstate Bakeries Corp. - also the maker of Hostess Twinkies - which has struggled as consumers went from rejecting carbs outright to demanding they be whole grain.

The launch comes as concerns about skyrocketing obesity rates and the preponderance of highly processed foods in the American diet (such as white bread) ...

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