Sara Lee Introduces 100 Percent Whole Wheat Bread

In a recent survey commissioned by Sara Lee Food & Beverage, 73 percent of consumers incorrectly identified their bread as 100 percent whole wheat when it actually has similar nutritional make-up to traditional white bread. Research also shows that consumers don't like the typical grainy texture and bitter taste of 100 percent whole wheat bread. As a result, Sara Lee introduced Soft & Smooth 100% Whole Wheat Bread that provides the taste and texture that families prefer with the nutrition they need. Bill Nictakis, president, Sara Lee Food & Beverage's U.S. Fresh Bakery unit says, "Our goal is to educate consumers about 100 percent whole wheat breads and give them a tasty way for families to increase their whole grain consumption." Soft & Smooth 100% Whole Wheat Bread has 14 grams of whole grain per slice, no artificial colors or flavors and no trans fats. It's also light in color, offers no toppings, flakes or particulates common in whole grain breads. "Sara Lee has a track record of success in introducing new products because we listen to consumers and develop innovative products that do not ask them to compromise on taste," says Peter Reiner, vice president, Sara Lee brands, Sara Lee Food & Beverage. "With the introduction of Soft & Smooth 100 % Whole Wheat Bread, we're poised to continue mainstreaming whole grain nutrition by offering great-tasting products that will please the whole family."