Interstate Bakeries/Hostess Brands
Interstate Bakeries Corporation purchased Continental Baking in 1995.[15] In 2004, Interstate Bakeries declared bankruptcy, putting the future of Wonder Bread in some doubt. In February 2009 Interstate Bakeries emerged from bankruptcy marking a "new beginning" for the baking company.[16]
In 2006, Wonder was one of the first bread brands to introduce whole grain white breads in an effort to appeal to consumers who loved the taste of white bread, but were looking for more nutrition.[17] These breads were made with an albino wheat variety that does not have the more pronounced taste of whole red-wheat flour.[18]
On August 28, 2007, Interstate Bakeries announced it would soon end production of Wonder Bread in the Southern California market, leading to a loss of 1,300 jobs. This was due to a decline in sales, as Southern Californians in particular were partial to whole-grain breads and "premium" loaves.[19] As of September 2009, Wonder Bread and other Hostess Brands breads, such as Home Pride, returned to Southern California supermarkets in response to significant consumer demand. In connection with the re-introduction, the company donated thousands of loaves of bread to the San Diego Food Bank and the Los Angeles Regional Food Bank.[20]
In August 2009, Wonder reformulated its Wonder Classic and Wonder Classic Sandwich bread varieties to include more calcium and vitamin D.[21] Two slices of Wonder Classic and Wonder Classic Sandwich bread then provided 30% of the daily recommended intake of calcium, the same amount as 8 fluid ounces of whole milk. Wonder 100% Whole Wheat (16 oz variety) qualified for the Women, Infants and Children or WIC program in most states. In November 2009, IBC changed its name to Hostess Brands.[22]
In March 2010, Wonder extended its line of bread products with Wonder Smartwhite, which had the taste and soft texture of white bread, but the fiber of 100% whole wheat bread.[23] In 2011, Wonder bread launched its first national advertising campaign in years, titled "Always Wonder".
On November 16, 2012, Hostess Brands (Old HB) filed a motion in United States Bankruptcy Court for the Southern District of New York seeking permission to close its business and sell its assets under Chapter 11.[24] The company closed plants and began liquidation proceedings, temporarily ending production of Wonder Bread in the states.
