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

(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.

A loaf of sliced wheat bread is seen on the shelf at the Noe Valley Bakery and Bread Co.
A loaf of sliced wheat bread is seen on the shelf at the Noe Valley Bakery and Bread Co.   (Getty Images)
Sara Lee breads on display at J.J.&F. Market in Palo Alto, Calif., Thursday, Aug. 7, 2008.
Sara Lee breads on display at J.J.&F. Market in Palo Alto, Calif., Thursday, Aug. 7, 2008.   (AP Photo/Paul Sakuma)
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