Wonder bread returning to shelves

NEW YORK — Wonder bread is back almost a year after it vanished from shelves.

Flowers Foods Inc., which bought Wonder from the now-defunct Hostess Brands, said the bread started returning to supermarket shelves Monday.

The company, which also makes Tastykake and Nature’s Own bread, snapped up five bread brands after Hostess went out of business late last year. The $355 million deal included Butternut, Home Pride and Merita, which are all returning to shelves along with Wonder.

Keith Aldredge, vice president of marketing at Flowers Foods, said the company is still deciding the fate of the Nature’s Pride bread brand, which was also acquired from Hostess.

The demise of Hostess Brands, which had been troubled by years of management turmoil, sparked an outpouring of nostalgia for treats such as Twinkies, Ding Dongs and Ho Hos. Soon after the company said it was shutting down its factories last November, people headed to shelves and wiped out supplies of Twinkies and other cakes.

Flowers is apparently hoping to tap into that nostalgia.

Aldredge said the company decided to go back to retro packaging for the relaunch of Wonder bread. He also said Flowers decided to use a Wonder recipe from “an earlier time,” although he could not provide details on what that meant or how the bread would be different from what was on shelves most recently.

Despite the nostalgia certain brands may evoke, it’s not unusual for companies to tweak recipes and ingredients over time. The Twinkies on shelves today, for example, have a shelf life of about 45 days, which is nearly three weeks longer than a year ago.

Flowers said Wonder bread is being made at that company’s existing plants. The 20 Hostess plants the company acquired as part of the deal were closed, Aldredge said.

The bread is being distributed in the areas where Flowers currently distributes its products, with hopes of expanding over time. Flowers Foods, which based in Thomasville, Ga., said it reaches about three-quarters of the country.

More in Herald Business Journal

Nordstrom suspends buyout after struggling to get financing

A buyout was meant to help the company continue turnaround efforts outside the glare of market scrutiny.

More self-awareness could help build a better medical system

Marcy Shimada of Edmonds Family Medicine writes the second in a series about fixing our health care system.

Scratch-and-sniff brochures aimed to prevent disaster

Puget Sound Energy has distributed more than a million scratch-and-sniff brochures to… Continue reading

Jewelry, accessories store Fuego opens second site in Snohomish County

Northwest-based jewelry, accessories and gifts store Fuego opened a new outlet store… Continue reading

Extreme cleaning company Steri-Clean opens in Mukilteo

The first Washington franchise of the Steri-Clean company will celebrate its grand… Continue reading

Justices to hear government’s email dispute with Microsoft

A lower court ruled emails in a drug case couldn’t be searched because they were in Ireland.

Bombardier to partner with Airbus on C Series program

The move by Bombardier could possibly circumvent duties being imposed on the C Series.

Everett’s Access Laser sells majority stake to German company

Everett firm with 50 employees makes lasers for scientific, medical fields and self-driving vehicles

Most Read