America's Best Selling Brand Of Bread Introduces Wonder(R) Smartwhite(TM)

Offers the Fiber of 100% Whole Wheat Bread; First Variety of its Kind to be Offered Across the Country

Extends Line of Bread Products for Families Who Prefer the Taste of White Bread but Want More Nutrition

Mar 29, 2010, 10:31 ET from Wonder(R) Bread

IRVING, Texas, March 29 /PRNewswire/ -- Wonder, the baker of America's best selling brand of white bread, has introduced Wonder® Smartwhite™, a new bread with the taste and soft texture of white bread – but with the fiber of 100% whole wheat bread.  The launch extends the brand's existing menu of breads for families who prefer the taste of white bread and who are looking to fit more nutrition into their overall diet.  Wonder Smartwhite is available in major retailers across the country.  


In addition to providing five grams of fiber per serving and calcium equal to an eight ounce glass of milk in two slices, Wonder Smartwhite provides a good source of nine vitamins and minerals such as iron, vitamin D and folic acid and has 33 percent less sodium than regular white bread.  Each slice of Wonder Smartwhite is only 50 calories.  

"Many families who enjoy the taste of white bread are looking for options that offer increased nutrition," said Stephany Verstraete, Vice President of Marketing for Wonder Bread. "The Wonder Smartwhite launch highlights Wonder's focus on providing parents with great tasting, nutritious options from a brand they know and trust."

Consumer awareness and interest in fiber rich products continues to grow, with approximately 60 percent of consumers looking for ways to increase the amount of fiber in their diets (The NPD Group's 24th Annual Eating Patterns in America Report).  

News of Smartwhite is the latest in a long history of offering enhanced nutrition.  As of late last year, two of Wonder's most popular breads - Wonder Classic and Wonder Classic Sandwich – now provide the same amount of calcium as eight ounces of milk in two slices and are good sources of vitamin D, which helps the body absorb calcium better. Previously, Wonder was one of the first brands to introduce a white bread made with whole grain – Wonder Made With Whole Grain White – a breakthrough product with the taste and texture of white bread that consumers have gravitated to.  Wonder was also one of the first major bread brands to include nutrition information on its packaging.  

Wonder Smartwhite will also be added as a new bread variety on the Sandwich Wonder-izer, a free app for the iPhone and iTouch launched this year that enables consumers to create unique sandwich combinations from a list of more than 120 ingredients.  Available at the Apple® iTunes store, the Sandwich Wonder-izer app can create billions of sandwiches and, at the same time, show users how close they come to fulfilling the daily recommended amounts of key vitamins and minerals.  The Sandwich Wonder-izer is also available online at

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SOURCE Wonder(R) Bread