Weston Bakeries develops clean label Wonder breads

November 8, 2011, Toronto – Weston Bakeries Ltd. has given Wonder bread a complete makeover with the launch of new, nutritional bread recipes made with simplified ingredient lists and free of artificial preservatives and other added chemical additives.

Canadians looking for healthy bread options can choose from several varieties of the new Wonder bread, available at grocery and convenience stores across Canada:

• Wonder+ White with Fibre, a soft white loaf with added fibre
• Wonder+ 100% Whole Wheat, a soft 100 per cent whole wheat bread made with whole grains
• Wonder+ Invisibles with 14 whole grains, a soft white loaf made with 14 finely milled whole grains

Wonder Classic White, a traditional soft white bread free of artificial preservatives and other added chemical additives, is also available.

"Weston Bakeries Ltd. is proud to announce that Wonder bread is now free of artificial preservatives and other added chemical additives," said Sumit Luthra, Weston Bakeries' vice-president of marketing. "And we are confident Canadians will love the new Wonder bread since our consumer testing showed no difference in taste, texture or appearance. In fact, once the change was disclosed, consumers significantly preferred the new simplified recipes."

Weston Bakeries commissioned a national survey that showed consumers are paying more attention to food labels and are seeking products that are free of artificial ingredients.

The research revealed that nearly eight in ten (79 per cent) of all women feel buying foods that are free of artificial preservatives, artificial colours and artificial flavours is important – and 77 per cent of all women say buying foods free of these artificial ingredients is more important now than it was one year ago.

The survey was conducted among 1,008 randomly selected Angus Reid online panelists from July 10 through 11. The margin of error is +/- 3.1 per cent, 19 times out of 20.