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
Americans Finally Trading White Bread for Wheat
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. (Read more bread stories.)

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