Wednesday, February 11, 2009

Will Nature's Pride save IBC?

Posted By on Wed, Feb 11, 2009 at 11:00 AM

wonder_bread_old_advertisement.jpg


The last couple of years have not been kind to the Interstate Bakeries Corporation. IBC, headquartered on east Armour Road in Kansas City, Missouri, has been in bankruptcy since 2004 and its two iconic products, Wonder Bread and Twinkies, aren't exactly en vogue among health-conscious shoppers.

To celebrate its emergence from bankruptcy -- and to try and woo those aforementioned healthy shoppers -- this week IBC is soft-releasing a new line of bread called Nature's Pride. The line is a step up in price and is meant to compete with organic breads sold in in normal grocery stores. Nature's Pride's big selling point is that it's all-natural.

Next Monday, IBC rolls out a national advertising campaign pushing the line of bread.

According to Brand Week, "One TV spot states, 'You come into

this world totally natural. Absolutely pure,' and shows a woman and

her child running through a wheat field."

As Brand Week

and other publications point out, though, the bread market is already

crowded. And with consumers looking to save on groceries, are they

really going to spend $5 on an unknown brand of bread? Wonder

was invented in 1921, but it didn't really take off until 1930 and the Great Depression. IBC may look back and wonder why they didn't use this

recession to tout the cheapness of Wonder. Also, Wonder Bread may have

a place in the healthy crowd's diet. Turns out it's vegan.

If Nature's Pride is IBC's saving grace it's going to have to be darn

good and with some good advertising. Also, IBC would do well to update

its Web site. Judging from the copyright, it hasn't been touched since 2005.

I'm rooting for them and will be picking up a loaf of Nature's Pride next week -- along with a Twinkie.

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