Americans Finally Trading White Bread for Wheat
We're spending more on wheat for the first time
By Kate Seamons, Newser Staff
Posted Aug 2, 2010 8:55 AM CDT
A loaf of sliced wheat bread is seen on the shelf at the Noe Valley Bakery and Bread Co.   (Getty Images)

(Newser) – Wonder Bread may be losing its, well, wonder. When it comes to sliced bread, shoppers are spending more on whole wheat than white for the first time. Though white is still slightly ahead in volume, at 1.5 billion packages sold in the last year to 1.3 billion of wheat, that gap is shrinking. And in dollar sales, wheat crept up 0.6% in the last year, to $2.6 billion, while white dropped 7%, to $2.5 billion.

The Chicago Tribune notes that breads with "natural" in their name or visible grains—like loaves topped with oats—are performing best.

View 1 more image
More From Newser
My Take on This Story
To report an error on this story,
notify our editors.
Americans Finally Trading White Bread for Wheat is...
Show results without voting
You Might Like
Showing 3 of 11 comments
Aug 4, 2010 3:30 AM CDT
And now, to confuse matters, the schlebs want us to go gluten-free! (
Aug 2, 2010 11:50 PM CDT
Aw, come on! I just discovered how delicious and tender white bread is after a lifetime of whole wheat, and now the trend is going the other way.
Aug 2, 2010 7:44 PM CDT
Who TF eats white bread except maybe the under 12 crowd?