brand revival

After 85 Years, Wonder Tries To Keep White Bread Relevant

Posted by Barry Silverstein on March 29, 2010 10:25 AM

It's one of those iconic brands that defined the American sandwich. Wonder Bread, created in 1925, was America's first sliced white bread, packaged in plastic adorned with red, yellow, and blue balloons to appeal to kids.

But almost a century later, Wonder Bread, still on grocery shelves, is fighting to stay relevant. Today, the healthy qualities of wheat and whole grain have overshadowed white bread, often perceived as a processed product of little nutritional value. So Hostess Brands, Wonder's parent company, is launching a new ad campaign that introduces not just the nutritional value of Wonder, but a brand new positioning: Wonder Smartwhite. Stephany Verstraete, a VP at Hostess, tells Brandweek, "We wanted to make sure that mom understands that we get the nutritional needs of today's families."

Interestingly, says Brandweek, Wonder was actually involved in a government sponsored initiative in the 1940s to add essential nutrients to white breads. The bread was promoted as containing vitamins and minerals to "build strong bodies." Now Wonder bread wants consumers to know its contemporary product has good stuff too, like fiber and Vitamin D.

Wonder Bread may be a long-lasting brand – but can it lose the perception that it is a kind of junk food? And can it compete with all of the "good for you" breads currently flooding the marketplace? It makes you wonder...


doozie United States says:

I find it suspect that on their website, they don't list product ingredients. Elsewhere on the web, I found out their 100% whole wheat bread contains high fructose corn syrup. I'm guessing all their breads do, which automatically puts them on the unhealthy list. This new campaign is a sham.

March 29, 2010 06:37 PM #

James Welsh Canada says:

Kids still demand this stuff. Mine refuse to each "brown bread" . I'd say it's still relevant -- for better or worse. I guess within the "white bread" category, Wonder is the leading brand but they face a challenge from generics that are cheaper, taste the same and contain much the same ingredients.

March 30, 2010 08:48 AM #

Steve K United States says:

Just look at how integral white bread was to the war effort!

no "dainty diets"!

1 hour housework = 3 slices of bread
1 hour sewing = 1 1/2 slices of bread
chop wood for 1/2 hour = 4 slices of bread

Bread as a nutritional supplement?

Vitamin B, niacin, iron!

"no time to go easy on such a basic food as bread"

note the science of Fleischmann's yeast (agreed that they need to be upfront)

April 1, 2010 12:58 AM #

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