The whole (grain) truth: Wheat is making more dough than white

Aug 5, 2010

Pigs aren’t flying and hell hasn’t frozen over yet, but for the first time ever, Americans are spending more money on wheat bread than white. Change has finally arrived. Coupled with coy marketing and a society obsessed with the idea of healthy eating, white bread is now the odd man out. And it seems that consumers don’t mind paying more if it’s perceived to benefit their health. Now there still are those die-hard supporters who would rather starve then substitute that Wonder bread in their PB&J, but the sales increase in the more expensive wheat bread is astonishing. Think fast: what’s your bread of choice and how much does health-based marketing affect you?

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