Wonder Bread Explained

Wonder Bread
Currentowner:Flowers Foods
Country:U.S.
Introduced:[1]
Markets:United States
Previousowners:Taggart Baking Company (1921–1925)
Continental Baking Company (1925–1995)
Interstate Bakeries Corporation (1995–2012)

Wonder Bread is an American brand of sliced bread. Established in Indianapolis, Indiana, in 1921, it was one of the first companies to sell sliced bread nationwide by 1930. The brand is currently owned by Flowers Foods in the United States.[2]

History

The Taggart Baking Company of Indianapolis, Indiana, began producing Wonder Bread that debuted on May 21, 1921,[3] following a blind promotion with ads that only stated a "Wonder" was coming on that date. The brand was named by vice president for merchandising development Elmer Cline, who was inspired by the International Balloon Race at the Indianapolis Motor Speedway.[4] Cline was filled with "wonder" by the scene of hundreds of balloons creating a kaleidoscope of color resulting in the iconic red, yellow and blue balloons featured on the Wonder Bread logo.[5] The logo was designed by commercial artist Drew Miller while he was on staff at a Chicago ad agency.[4]

Continental Baking Company purchased Taggart in 1925.[6] This made Wonder Bread a national brand and added "It's Slo Baked" to the logo.[7] In the 1930s, Continental Baking began marketing Wonder Bread in sliced form nationwide, one of the first companies to do so; this was a significant milestone for the industry and for American consumers, who, at first, needed reassurance that "wonder-cut" bread would not dry out. The W. E. Long Company of Chicago, which had formed a cooperative of bakeries to market Holsum Bread, had pioneered and promoted the packaging of sliced bread two years prior, in 1928.[8]

Wonder Bakery Exhibit, in The Food Zone, 1939 New York World's Fair by Continental Baking Company had a wheat field, the first in 68 years, in New York City.[9]

Unsliced bread returned for a period during World War II due to an industry-wide slicing suspension in 1943.[10] Bread slicers returned two months later.[11] [12]

During the 1940s, Continental Baking began adding vitamins and minerals to Wonder Bread as part of a government-sponsored program of enriching white bread, which was notoriously deficient in vitamin and mineral content, to combat certain diseases. Wonder was also the first national bread brand to feature open dating and nutrition information on its packaging. In the 1950s, Wonder Bread further expanded advertising of its nutrient enrichments. The company sponsored Howdy Doody, with host Buffalo Bob Smith telling the audience, "Wonder Bread builds strong bodies 8 ways" referring to the number of added nutrients. By the 1960s, Wonder Bread was advertised with the slogan "Helps build strong bodies 12 ways," with a list of health claims.[13] In 1986, Continental introduced the lower-calorie Wonder Light bread.

Interstate Bakeries Corporation, later known as first Hostess Brands company (Old HB), purchased Continental Baking in 1995. In 2004, Interstate Bakeries declared bankruptcy, putting the future of Wonder Bread in some doubt. In February 2009 Interstate Bakeries emerged from bankruptcy marking a "new beginning" for the baking company.[14]

In 2006, Wonder was one of the first bread brands to introduce whole grain white breads in an effort to appeal to consumers who loved the taste of white bread, but were looking for more nutrition.[15] These breads were made with an albino wheat variety that does not have the more pronounced taste of whole red-wheat flour.[16]

On August 28, 2007, Interstate Bakeries announced it would soon end production of Wonder Bread in the Southern California market, leading to a loss of 1,300 jobs. This was due to a decline in sales, as Southern Californians in particular were partial to whole-grain breads and "premium" loaves.[17] As of September 2009, Wonder Bread and other Hostess Brands breads, such as Home Pride, returned to Southern California supermarkets in response to significant consumer demand. In connection with the re-introduction, the company donated thousands of loaves of bread to the San Diego Food Bank and the Los Angeles Regional Food Bank.[18]

In August 2009, Wonder reformulated its Wonder Classic and Wonder Classic Sandwich bread varieties to include more calcium and vitamin D.[19] Two slices of Wonder Classic and Wonder Classic Sandwich bread then provided 30% of the daily recommended intake of calcium, the same amount as 8 fluid ounces of whole milk. Wonder 100% Whole Wheat (16 oz variety) qualified for the Women, Infants and Children or WIC program in most states. In March 2010, Wonder extended its line of bread products with Wonder Smartwhite, which had the taste and soft texture of white bread, but the fiber of 100% whole wheat bread.[20]

In 2011, Wonder bread launched its first national advertising campaign in years, titled "Always Wonder".

On November 16, 2012, Hostess Brands (Old HB) filed a motion in United States Bankruptcy Court for the Southern District of New York seeking permission to close its business and sell its assets under Chapter 11.[21] On November 16, 2012, Hostess Brands (Old HB) closed its United States plants and began liquidation proceedings, temporarily ending production of Wonder Bread in the states. Flowers Foods, owner of the Mrs. Freshley's, Tastykake and Dave's Killer Bread brands, announced that it signed an agreement to acquire Hostess' bread brands, including Wonder Bread, on January 11, 2013.[2] On July 22, 2013, Flowers Foods completed its $355 million acquisition of several breads, bakeries and other assets from the company previously known as Hostess Brands (Old HB), including Wonder Bread.[22] Flowers Foods announced on September 12, 2013, that Wonder Bread would return to U.S. store shelves, with delivery of Wonder Bread to stores resuming on September 23.[23]

In other countries

Mexico

Wonder Bread is produced in Mexico by Grupo Bimbo,[24] the largest baking company in the world.[25] Grupo Bimbo acquired the Mexican rights to the brand and factories in 1986 when it purchased the Mexican subsidiary of Continental Baking Company.[26]

In 2013, Grupo Bimbo lost in their bid to acquire Hostess bread brands, including Wonder Bread (U.S.), to Flowers Foods during the liquidation of Hostess Brands (Old HB).[27] [28]

Canada

Wonder Bread in Canada is not a license from the United States, although the packaging is very similar. Wonder Bread began appearing on Canadian grocery shelves and home delivery routes as early as 1927. A product of Northern Bakeries Limited, the bread apparently made its debut in Montreal.[29] In 1928, Northern Bakeries Limited registered the "Wonder" trademark with the Canadian Intellectual Property Office. Two years later, Wonder arrived in Toronto, baked by Nasmiths Limited (founded 1850). Newspaper ads proclaimed "Great news for the people of Toronto – it's here at last – the delicious Wonder Bread." Made from unbleached flour and "Slo-Baked," Wonder was said to produce "more slices and thinner slices" when cut, yet would not crumble.[30] By 1934, "Sliced Wonder," an early version of sliced bread, was being promoted by the Ideal Bread Company Limited of Toronto, with no fewer "than 26 slices in a loaf".[31]

By 1940, Wonder Bakeries Limited had become the maker of Wonder Bread in Canada after acquiring Ideal Bread in 1938,[32] along with Hostess cakes and cookies, although local bakers continued to be the actual manufacturers. New products were introduced that included Wonder Melior, "a better white bread with natural wheat vitamins," as well as Wonder Peter Pan Bread, designed to appeal to children.[33] [34] Wonder Bakeries also became the maker of Hollywood Bread, marketed for those "counting calories" and trying to keep their "figure".[35]

During the 1960s, General Bakeries Limited became the maker of Wonder. Then, in July 1985, Weston Bakeries Limited, a subsidiary of George Weston Limited, acquired certain Ontario assets of General Bakeries, then owned by Dominion Stores Limited, that included not only bread and roll plants but also the trademark for Wonder in Canada.[36]

Between 2000 and 2022, Weston Foods added a number of new Wonder products to the brand's line-up, many of which were designed to appeal to parents and their concern for their children's nutritional needs. In 2011, Weston Bakeries Limited announced that its Wonder Bread brands would henceforth be free of artificial preservatives, artificial colors, or artificial flavors.[37]

In 2022, the brand was sold by Weston Foods to FGF Brands and now operates as Wonder Brands Incorporated.[38]

See also

External links

Notes and References

  1. https://www.wonderbread.com/about-us About us
  2. Web site: Our Brands. Flower Foods. January 5, 2019.
  3. Web site: Miller . Allison . Reliving the Wonder Years of Wonder Bread . JSTOR Daily . . 28 March 2022 . 21 May 2021.
  4. Web site: The History Of Wonder Bread In The United States . Where Food Comes From . 28 March 2022 . https://web.archive.org/web/20130724101401/https://www.wherefoodcomesfrom.com/article/7410/The-History-Of-Wonder-Bread-In-The-United-States . 24 July 2013.
  5. Book: The Wonder Bread Cookbook. registration. the wonder cookbook.. Ten Speed Press. Berkeley, California. 2007. 3–7. 9781580088077. January 5, 2019.
  6. Web site: Carolyn Wyman on the History of Wonder Bread . To the best of our KNOWLEDGE . 28 March 2022 . https://web.archive.org/web/20160801033316/https://ttbook.org/book/carolyn-wyman-history-wonder-bread . 1 August 2016.
  7. Book: Cross . Mary . A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture . 2002 . Greenwood Press . 978-0313314810 . 4 September 2020 . 68–70.
  8. Web site: History. https://web.archive.org/web/20070110062121/http://www.holsum.com/history.shtml . January 10, 2007. January 5, 2019. Holsum.
  9. Web site: Van Dort . Paul M. . Wonder Bread, Continental Baking, The Food Zone . 1939 New York World's Fair . 28 March 2022.
  10. Web site: Kelly . Kate . Wonder Bread: The Most Famous White Bread . America Comes Alive . 28 March 2022 . 27 October 2021.
  11. Web site: A Visual History of Wonder Bread . Cluster Mag . 28 March 2022 . https://web.archive.org/web/20121020060020/http://theclustermag.com/blog/2012/04/visual-history-wonder-bread/ . 20 October 2012.
  12. News: Schultz . Colin . The Life And Death of Wonder Bread . 28 March 2022 . . en.
  13. Web site: Wonder Bread: The Most Famous White Bread. Kelly. Kate. 27 October 2021. February 26, 2022. America Comes Alive.
  14. News: Interstate Bakeries emerges from bankruptcy . . February 3, 2009 . 2011-04-25 . Suzanna . Stagemeyer . live . https://web.archive.org/web/20090218010119/http://kansascity.bizjournals.com/kansascity/stories/2009/02/02/daily30.html . February 18, 2009 . mdy-all.
  15. News: Weise . Elizabeth . Wonder what's next? Whole-grain white bread . . June 29, 2005 . 2011-04-25 . live . https://web.archive.org/web/20120204120338/http://www.usatoday.com/news/nation/2005-06-29-wonderbread_x.htm . February 4, 2012 . mdy-all.
  16. News: Gina . Pace . Wonder Bread To Offer Whole Wheat . CBS News . January 22, 2006 . 2011-04-25 . live . https://web.archive.org/web/20100324141714/http://www.cbsnews.com/stories/2006/01/22/business/main1227441.shtml . March 24, 2010 . mdy-all.
  17. News: Baker slicing production . . November 20, 1986 . 2011-04-25 . Jerry . Hirsch . live . https://web.archive.org/web/20070830091625/http://www.latimes.com/la-fi-wonder29aug29,0,7786850.story . August 30, 2007 . mdy-all .
  18. Back by Popular Demand, Wonder® and Home Pride® Breads Return to Southern California Market . Interstate Brands. Prnewswire.com . July 15, 2011 . 2011-04-25 . live . https://web.archive.org/web/20121011034717/http://www.prnewswire.com/news-releases/back-by-popular-demand-wonderr-and-home-prider-breads-return-to-southern-california-market-62207467.html . October 11, 2012 . mdy-all.
  19. News: Wonder Classic to include more calcium and vitamin D . Baking Business . August 13, 2009 . January 5, 2019 . Schroeder . Eric.
  20. America's Best Selling Brand Of Bread Introduces Wonder® Smartwhite™ . Wonder Bread . Prnewswire.com . March 29, 2010 . January 5, 2019 . live . https://web.archive.org/web/20100407090239/http://www.prnewswire.com/news-releases/americas-best-selling-brand-of-bread-introduces-wonderr-smartwhitetm-89392127.html . April 7, 2010 . mdy-all.
  21. News: Palank . Jacqueline . Twinkies Maker Hostess Files for Chapter 11 Protection . . January 12, 2012 . 2012-01-11 . live . subscription . https://web.archive.org/web/20150331051216/http://www.wsj.com/articles/SB10001424052970204257504577154402317896574 . March 31, 2015 . mdy-all.
  22. News: Breads to return to shelves as Hostess deal set . https://web.archive.org/web/20141221040654/http://www.usatoday.com/story/money/business/2013/07/22/flowers-foods-completes-hostess-bread-buyout/2575239/ . December 21, 2014 . . July 22, 2013 . USA Today.
  23. News: Wonder, other bread brands returning to supermarket shelves . Associated Press . September 23, 2013 . Detroit Free Press. January 5, 2018 . live . September 27, 2013 . mdy-all . https://web.archive.org/web/20130927141929/http://www.freep.com/article/20130923/BUSINESS07/309230112/wonder-bread-hostess-bankruptcy.
  24. Web site: Grupo Industrial Bimbo History. live. https://web.archive.org/web/20121231090547/http://www.fundinguniverse.com/company-histories/grupo-industrial-bimbo-history/. December 31, 2012. July 20, 2012. Funding Universe. mdy-all.
  25. News: Sales up, profits down at Grupo Bimbo . British Baker . Leek . Martyn . July 31, 2012 . live . https://web.archive.org/web/20151018021521/http://www.bakeryinfo.co.uk/news/fullstory.php/aid/10551/Sales_up,_profits_down_at_Grupo_Bimbo.html . October 18, 2015 . mdy-all.
  26. Web site: Company Search – Company Information . https://archive.today/20130125123055/http://www.hoovers.com/company/Grupo_Bimbo_SAB_de_CV/shfhti-1-1njhxk.html . dead . 2013-01-25 . Hoover's Company Profiles.
  27. Web site: Wonder Bread may be purchased by major Mexican retailer Grupo Bimbo. Joan. Brodeki. Retail Dive. January 7, 2013. January 24, 2022.
  28. Web site: Flowers Foods buys Wonder Bread from Hostess. Chris. Isidore. CNN Money. March 1, 2013. January 24, 2022.
  29. News: United in service to the public (advertisement) . . June 16, 1927.
  30. News: Great news for the people of Toronto (advertisement). Toronto Daily Star. October 7, 1930.
  31. News: Trust kiddies to know what's good (advertisement) . Toronto Daily Star . October 12, 1934.
  32. Web site: To designate the property at 183 Dovercourt Road (Ideal Bread Company Factory) as being of architectural value or interest. 2023-09-26 . PDF.
  33. News: Missed for generations . Toronto Daily Star . September 23, 1940.
  34. News: As thrilling as a Peter Pan adventure (advertisement) . Toronto Daily Star . October 23, 1943.
  35. News: It's no trick to keep your figure (advertisement) . Toronto Daily Star . June 1, 1960.
  36. Investor's Digest . December 24, 1985 . Wonder Bread.
  37. Web site: August 29, 2011. Weston Bakeries unveils new recipes for iconic brands. dead. https://web.archive.org/web/20130927201648/http://www.canadianmanufacturing.com/food/news/weston-bakeries-unveils-new-recipes-for-iconic-brand-40647?print. September 27, 2013. October 1, 2012. Canadian Manufacturing. mdy-all.
  38. News: George Weston Limited announces the Closing of the sale of its Weston Foods Fresh and Frozen Businesses . December 10, 2021 . CNW Group Limited . January 24, 2022.