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Wonder Bread Bakery, Inc.
- Address:
- 313 Fougeron St
Buffalo, NY 14211 - Phone:
- 716-893-2600
- Website:
- http://www.wonderbread.com/
- Company Information:
-
The Taggart Baking Company of Indianapolis was planning to launch its 1.5 pound loaf of bread. But first, the new product needed a name and identity. Vice President Elmer Cline was charged with merchandising development of the new bread loaf.
Inspiration struck while Elmer was visiting the International Balloon Race at the Indianapolis Speedway. He was awestruck by a sky filled with hundreds of colorful balloons. To Elmer, the image signified a sense of “wonder,” and Wonder® Bread was born. Since that time, the colorful red, blue and yellow balloons have been the cornerstone of Wonder Bread’s logo and package.
In 1925, the Continental Baking Company bought the Indianapolis bakery and Wonder Bread soon became a national brand.
The Continental Baking Company altered the course of bread forever in the 1930s when it introduced sliced Wonder Bread. Sales were slow at first as suspicious consumers were reluctant to accept a pre-sliced bread, but convenience overruled apprehension and soon everyone wanted sliced Wonder Bread on their dinner table. During the ‘40s, Americans were forced to tighten their belts and the Continental Baking Company did its part to support the war effort. Metals become so precious that the blades for the bread-slicing machines are no longer available. Unsliced bread is again sold on grocery store shelves.
Several advances in the nutrition and baking process were made during this decade. In 1941, Wonder Bread was
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Baking Companies