Wonder Bread has updated it's look.

Trying to look more contemporary, and playing on the nostalgic-minded consumer, Wonder Bread has changed it's white bread packaging to include a red bar with the words "Classic White" printed boldly in white to catch the eye.

Competing with healthy choice breads containing whole grains, multi grains and wheat, Wonder Bread is trying to walk the fine line between new packaging and familiar comfort. I think they've found that balance but personally I consider the packaging a bit uninspired and lacking. But I can understand when trying to stay within a strong brand you have only so much leeway to play with. Here's the comparison (new packaging is on the right):



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