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Wonder Bread Brand Is Revived By Flowers Foods

September 25, 2013: 12:00 AM EST
Flowers Foods of Thomasville, Ga. – described as a central player in the restructuring of the $37 billion bread production industry – has put an iconic brand of sliced white bread back on store shelves. It took 10 months, but Wonder Bread, acquired from  Hostess Brands in July, is once again being sold in grocery stores in the Flowers distribution network. The company acquired 20 bakeries, 36 warehouses and the Wonder Bread, Merita, Home Pride, Butternut and Nature’s Pride brands from Hostess in a $355 million deal. Flowers says it’s not worried about recent shifts in consumer bread preferences. But analysts say the brand –- “one of the worst-performing of the last 10 years” – will be fighting an uphill battle for market share.
Dale Buss , "Wonder Bread Returns to Store Shelves with New Owner, Old Look", Brandchannel, September 25, 2013, © Brandchannel
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