Industry News

Flowers Foods relaunches four beloved bread brands

September 23, 2013
Wonder Bread Logo

Four of America’s best-known bread brands—Wonder, Merita, Home Pride and Butternut—are returning to grocery store shelves across the country starting this week. Flowers Foods, Thomasville, Ga., acquired the brands from Old HB Inc. (formerly Hostess Brands) in July. The brands have been off the market since Hostess declared bankruptcy 10 months ago.

“We’re thrilled to be baking these wonderful breads and know that millions of consumers will be smiling when they find their favorite back in their grocery store,” notes Keith Aldredge, Flowers Foods’ vice president of marketing. “We are using the same recipes and paying close attention to quality and freshness. We want these breads to be great from the very first taste.”

Merita Bread Logo

Wonder, Merita and the other brands are being baked at Flowers bakeries around the country and are available throughout the company’s direct-store-delivery (DSD) market, which currently reaches more than 77% of the U.S. population in the East, South, Southwest and California.

“Where ever these brands were available before within our market area—they are returning,” Aldredge explains. “We do not yet have national distribution, so these brands will not be available to all consumers. We are rapidly expanding our market and working hard to make sure everyone will be able to enjoy their favorite bread in the future.”

Aldredge also points out that long-time Wonder and Merita consumers will recognize the new “old” look of these brands’ packaging. “We went into the archives and pulled packaging designs from earlier days,” he says. “We’re bringing back the classic Wonder and Merita logos and colors. We hope the nostalgic look creates happy memories for many and attracts new consumers with its retro appeal.”

The Wonder relaunch includes Wonder Classic White, Wonder Whole Grain White and Wonder 100% Whole Wheat breads; Wonder hamburger and hot dog buns; and Wonder rolls. Merita, Home Pride and Butternut buns and rolls also are returning to grocery stores within Flowers’ market area.

Source: Flowers Foods

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