I.B.C. debuts Nature's Pride 100% all-natural bread

by Eric Schroeder
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KANSAS CITY — Fresh off emerging from bankruptcy, Interstate Bakeries Corp. on Monday announced its first complete line of bread products to be introduced in several years. Nature’s Pride bread is being billed by I.B.C. as the "first 100% natural brand of bread available across the country." The bread contains no artificial flavors or colors, no high-fructose corn syrup, no trans fats and no artificial preservatives.

"The popularity of natural food products continues to increase as more and more consumers look for wholesome and healthy foods that they can feel good about feeding their families," said Stan Osman, vice-president of marketing for I.B.C. "Nature’s Pride promises to deliver what these consumers want — a 100% natural brand of healthy, great tasting breads. Consumers can be sure that if the label says Nature’s Pride it must be 100% natural."

While there are several bread brands on the market that are natural, most are limited to specific regions of the country or are part of product lines that also include varieties with artificial ingredients.

The Nature’s Pride bread is available in Premium Hearty Bread and Traditional Soft Bread and will sell for between $2.99 and $4.29.

The Premium Hearty Bread is packaged in 24-oz loaves in eight varieties: 100% Whole Wheat, 12-Grain, Healthy Multi-Grain, Country White, Double Fiber, Stone Ground Whole Wheat with Honey, Country Potato and Butter Milk.

The Traditional Soft Bread is packaged in 20-oz loaves in the two varieties: 100% Whole Wheat and Honey Wheat.

Rich Seban, chief marketing officer for I.B.C., said the launch is particularly exciting given its significance as I.B.C. hopes to begin "a new chapter of success" following its emergence from bankruptcy.

I.B.C. said it will support the new product launch with a national advertising campaign that touts the brand’s promise of "Nothing less than 100%."

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