• Brandweek, Monday, March 29, 2010 10:43 AM

Wonder Bread used to claim that its white bread -- enriched with vitamins and minerals -- "helps build strong bodies in 8 ways." Then, in the expansive 1950s, it became "12 ways." Then white bread became something of a guilty pleasure under a deluge of whole wheat, multigrain and sprout varieties that are said to be healthier than heavily processed varieties.

Now, a new campaign tells us that Wonder bread contains the fiber of whole wheat, vitamin D and the same amount of calcium that's in an eight-ounce glass of milk, Robert Klara reports. "You'll always wonder about your kids," a voiceover says. "But one thing you don't have to wonder about? The goodness of new Wonder."

"This campaign is consistent with our heritage messaging," says Stephany Verstraete, vp of bread marketing at Hostess Brands. "What's fresh is the emotional connection." There's also a new name: Wonder Smartwhite. "We wanted to make sure that mom understands that we get the nutritional needs of today's families," Verstraete says.

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