Sara Lee relaunches EarthGrains brand

by Eric Schroeder
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DOWNERS GROVE, ILL. — Sara Lee Food & Beverage has relaunched its EarthGrains brand as a new 100% whole grain bread line made with all-natural ingredients. In doing so, the company will trim the EarthGrains line to three varieties from nine.

The new bread — available in EarthGrains 100% Natural Stone Ground Whole Wheat; EarthGrains 100% Natural Wheat Berry with Honey; and EarthGrains 100% Natural 7-Grain — will replace varieties that promoted extra fiber, calcium, vitamin D and folic acid content. According to Sara Lee, the new bread was developed "to provide consumers with a wide sliced sandwich bread that delivers the wholesome taste and hearty texture that consumers want for their favorite lunch and dinner occasions."

As part of the relaunch, Sara Lee has incorporated new packaging with neutral colors and graphics that more closely reflects the natural product line. In addition, the relaunch will be supported with a comprehensive marketing campaign targeting baby boomer adults interested in natural ingredients, taste and nutrition.

Current EarthGrains products and packaging will be phased out and converted to the new all-natural line, Sara Lee said. The bread will retail at between $2.99 to $3.69.

"Consumers love the EarthGrains brand because it is synonymous with natural and wholesome ingredients, baked to perfection in a great-tasting sandwich bread," said Tim Zimmer, vice-president of marketing, Sara Lee Food & Beverage. "The relaunch will remind current consumers why they love the brand and introduce it to a whole new audience interested in all-natural breads that deliver on taste."

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