Dive Brief:
- Flowers Foods Inc. brought Wonder bread back to store shelves Monday, using retro packaging and a recipe from "an earlier time," according to Keith Aldredge, vice president of marketing at Flowers Foods.
- The brand—along with Butternut, Home Pride and Merita, which are also returning—was purchased by Flowers in a $355 million deal following the folding of Hostess Brands last year.
- Whether or not Nature's Pride, also part of the deal, returns to shelves remains to be seen, as Flowers already makes the Nature's Own brand.
Dive Insight:
Wonder bread is the latest former Hostess brand to return to store shelves following the reintroduction of Twinkies and other popular snack cake brands earlier this year. We have to admit, the bread aisle, like the snack aisle before it, did seem to be missing a certain je ne sais quoi in recent months. Though Flowers is initially only distributing Wonder and the other three returning brands in areas where it already distributes its products, perhaps the supermarket will soon be almost like nothing ever changed in the first place.
But we still want to know: What is this recipe-from-"an earlier time" comment about? What do you think they added?