Market Trends

Wonder Bread Undergoes Better-for-You Makeover

October 31, 2011
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Weston Bakeries reformulated the Wonder bread recipe to now be made with simplified ingredients lists and no artificial preservatives or chemical additives.


Weston Bakeries Ltd., a wholly owned subsidiary of George Weston Ltd. and the Canadian producer of the Wonder bread brand, reformulated the recipe to now be made with simplified ingredients lists and no artificial preservatives or chemical additives. In fact, every loaf is made with 100% Canadian wheat and includes more than 10 essential nutrients per serving.

"We are confident Canadians will love the new Wonder bread since our consumer testing showed no difference in taste, texture or appearance. In fact, once the change was disclosed, consumers significantly preferred the new simplified recipes,” says Sumit Luthra, vice president of marketing for Weston Bakeries.

The results are clear
Weston Bakeries commissioned a national survey that showed consumers are paying more attention to food labels and are seeking products free of artificial ingredients.

The research revealed that nearly eight in 10 women (79%) feel buying foods that are free of artificial preservatives, artificial colors and artificial flavors is important. Meanwhile, 77% of the women surveyed say buying foods free of these artificial ingredients is more important now than it was one year ago.

"I teach my clients to read food labels so that they know exactly what they are eating," says Lynn Weaver, an Ontario-based dietitian and nutrition expert. "I am delighted that Weston Bakeries Ltd. has made this wholesome transition to simplify all the ingredients in the bread Canadians love."

The “Wonder Simplified Ingredients Survey” was an online survey conducted among 1,008 randomly selected Canadian adults. It took place July 10-11. The margin of error-which measures sampling variability-is +/- 3.1%, 19 times out of 20.

Something for everyone
Canadians looking for healthy bread options can choose from:

* Wonder+ White with Fiber, a soft white loaf with added fiber
* Wonder+ 100% Whole Wheat, a soft 100% whole wheat bread made with whole grains
* Wonder+ Invisibles loaf with 14 Whole Grains, a soft white loaf made with 14 finely milled whole grains
* Wonder Classic White, a traditional soft white bread.

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