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Wonder bread returning to shelves

Wonder bread started returning supermarket shelves Monday Sept. 23 2013 owner Flower Foods Inc. says. | AP Photo

Wonder bread started returning to supermarket shelves Monday, Sept. 23, 2013, owner Flower Foods Inc. says. | AP Photo

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Updated: October 28, 2013 7:03AM



NEW YORK — Wonder bread is back almost a year after it vanished from shelves.

Flowers Foods Inc., which bought Wonder from the now-defunct Hostess Brands, said the bread started returning to supermarket shelves Monday.

The company, which also makes Tastykake and Nature’s Own bread, snapped up five bread brands after Hostess went out of business late last year. The $355 million deal included Butternut, Home Pride and Merita, which are all returning to shelves along with Wonder.

Keith Aldredge, vice president of marketing at Flowers Foods, said the company is still deciding the fate of the Nature’s Pride bread brand, which was also acquired from Hostess.

The demise of Hostess Brands, which had been troubled by years of management turmoil, sparked an outpouring of nostalgia for treats such as Twinkies, Ding Dongs and Ho Hos.

Flowers is apparently hoping to tap into that nostalgia.

Aldredge said the company decided to go back to retro packaging for the relaunch of Wonder bread. He also said Flowers decided to use a Wonder recipe from “an earlier time.”



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