KANSAS CITY, Mo. - Freshly emerged from bankruptcy, the maker of Wonder Bread and Twinkies is doing an about-face and introducing a national brand of all-natural breads.
Rich Seban, chief marketing officer, said, "Natural wasn't an afterthought; it was the whole point."
The company will sell eight 24-ounce premium hearty varieties and two 20-ounce traditional soft varieties under the brand. Six of the varieties, including whole wheat and 12-grain, will be sold nationwide; another four varieties, including potato and buttermilk, will be sold regionally.
Loaves will sell for between $2.99 and $4.29, making them pricier than standard bread.
Interstate Bakeries emerged last week from more than four years of bankruptcy.
While the company was not known for innovation in the years leading up to its filing for Chapter 11 bankruptcy protection in September 2004, it has pushed a number of new products since then, including 100-calorie snack packs of its Hostess Twinkies and cupcakes.