Wonder Bread Sales Less Than Wonderful

By George Anderson


Interstate Bakeries, owner of the Wonder Bread and Hostess brands, reported
a loss of $4.6 million for its fourth quarter. The company blamed higher ingredient
and energy costs along with reserve outlays for workers’ compensation as the
reason behind its poor showing.


Moderator’s Comment: What are the consumer dynamics
impacting packaged bread/bakery sales? What will it take for retailers to invigorate
the category?


Packaged bread is caught between the rising demand for
artisan breads and Atkins devotees. On a recent trip to our favorite grocery
store, we saw a good number of shoppers adding low-carb bread and rolls to their
carts. [George
Anderson – Moderator]

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