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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I can't find it either - and the IBC bakery is just miles away! I wondered what was up when the Baker's Inn line started disappearing from bread aisles all over town. Turns out this is the 'replacement.' Go figure...
I live in Amarillo, TX...can't find Nature's Pride at any of our Wal-Marts.
Who is selling it?
Annie is right-on her statements about IBC. If the public really knew the behind the scene facts, IBC would not be here today.. Hey Bennie, wake up and smell the Flowers..
Who does Annie Curbe work for?????.......Flowers or Sara Lee???? The nutritional information is on the label, baby. Read it or can you?
I checked their website also, hoping to obtain the nutritional information on Nature's Pride, but to no avail. These boys have been missing the boat for so long, they don't even remember there was one. They think a few TV spots and a couple of magazine ads will save the day, but I think they are sorely mistaken. They no longer deserve the warm fuzzy feelings so many people still seem to harbor for Twinkies or Ding Dongs - and, honestly, anyone who could get nostalgic for these products needs to grow up. They changed formulas, resulting in an inferior product, and expected drivers (not salesman) to deliver this inferior product in trucks held together with superglue and paperclips - completely true. It would be difficult to find a more demoralized group of employees in the world, especially woman and minorities, who have struggled to maintain a place, and their sanity, in the good-old-boys club that is IBC. I would hate to see thousands of people lose their jobs, but IBC is a company that deserves to become extinct - everything about them reeks of the 19th century, not the 21st, and they would need to create a time machine to catch up, not a line of all-natural breads.
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