Whole grains are the hottest trend in sliced bread, with whole wheat edging out soft white bread in total sales for the first time.
Flooded with messages about heart health, fiber intake and the need for omega-3s, more consumers are looking for bread that can taste good and deliver nutrients.
That's why shopping for sliced bread is increasingly about one of two things: what's affordable, and what seems healthiest. And the breads in the middle of the market seem to be getting squeezed.
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