Wonder Bread’s CEO Says His Company Is In A “Price War”

Recent data on bread prices shows white bread sliding 2.8 percent year-on-year, and “bread other than white” slipping just 0.1 percent. But historically prices for both categories experienced similar increases since 2010. According to the CEO of Flower Foods, owner of iconic white bread brand Wonder Bread, the recent drops in prices reflect “a good old-fashioned price war” with chief competitor Grupo Bimbo of Mexico.  Bimbo now owns U.S. bread brands Sara Lee, Arnold, Sara Lee, Stroehmann and Thomas. Flower’s Allen Shiver said he remains hopeful that “with all the changes taking place in the category that over the long term, pricing should become more rational”.