Wonder® Bread Honors America’s Heroes

The Wonder® Bread company will be launching a campaign designed to honor what it refers to as “America’s everyday heroes” as part of the celebration of its 90th Anniversary. The campaign will highlight some 800 individuals selected from submissions to the company’s Facebook page.
The selected individuals will appear on limited-edition product packaging which should be in stores, starting in May, in time for Mother’s Day and continuing for Memorial Day, Father’s Day and the 4th of July.
“While a long history of memorable marketing campaigns has helped Wonder soar to iconic status, the real secret of its enduring appeal is continuing to be at the forefront of countless innovations – from packaging to nutrition enhancements – that have kept it relevant among consumers and have had a lasting impact on the bread industry overall,” said Stephany Verstraete, Senior Vice President of Marketing for the bakers of Wonder. “With the 90th anniversary, we’re not only celebrating Wonder’s remarkable history, but also its future as a contemporary brand that listens to the changing needs of its consumer. More of the best things since sliced bread are, in fact, yet to come.”
The company was founded in 1921 out of inspiration when hundreds of hot air balloons filled the air at the International Balloon Race at the Indianapolis Speedway. Elmer Cline, a branding executive with the Taggart Baking Company was “filled with wonder” at the sight of the vast array of color when, and the brand name was born. Since then the company has grow in popularity. In 1934 Wonder was the first major bread brand to sell pre-sliced bread – a move which eventually led to the phrase “the best thing since sliced bread.”
The company continued to enhance its product, as part of a government-sponsored program in the 1940s to combat disease, by adding vitamins and other nutrients to the bread. This move inspired other companies to follow suit creating the vitamin enhanced food products that fill supermarket shelves today.