The moment is upon us friends! Sara Lee is going to introduce crustless bread. Go back to your childhood and recall all the times you pealed off the crust from your peanut butter and jelly sandwich. Finally, technology has caught up to the demands of society
Heres the entire article:
Kids who balk at that chewy crust on the edges of their sandwiches ? and moms who don't want to saw it off by hand ? will soon get their bread pre-decrusted.
Proclaiming "baking's biggest breakthrough since sliced bread," food and household products giant Sara Lee (SLE) is launching a new crustless line of its IronKids brand of white bread. For its titanic task, Sara Lee will use a special crust-removing machine at its bakery in Paris, Texas.
"Kids not wanting crust is nothing new," said Sara Lee spokesman Steve Mura. But he said the company saw increased demand for time-saving, nutritious products.
"Consumers are saying: Make my life simpler. Make it quick. Make me feel good about giving it to my kids," he said. IronKids bread is fortified with calcium and fiber ? although it doesn't contain any iron.
Because the decrusted slice has to be the same size as a normal slice, Sara Lee's loaves will start out slightly larger than normal.
The leftover crusts will be recycled into bread crumbs and animal feed, Mura said. The company is offering only crustless white bread.
Consumers may find the crustless bread convenient, but they'll have to pay for it. The company plans to sell the new bread for $2.59 to $3.39 a loaf, a premium of about 75 cents a loaf to regular old-fashioned IronKids bread, Mura said.
Chicago-based Sara Lee plans to introduce the bread at the Food Marketing Institute show in Chicago this weekend. The bread, now available in only a few test markets, is expected to hit grocery shelves in 60 percent of the country by July, supported by a $10 million advertising and marketing campaign.
Sara Lee acquired the IronKids brand last year when it bought St. Louis-based Earthgrains Co., the second-largest U.S. maker of fresh bread.
Heres the entire article:
Kids who balk at that chewy crust on the edges of their sandwiches ? and moms who don't want to saw it off by hand ? will soon get their bread pre-decrusted.
Proclaiming "baking's biggest breakthrough since sliced bread," food and household products giant Sara Lee (SLE) is launching a new crustless line of its IronKids brand of white bread. For its titanic task, Sara Lee will use a special crust-removing machine at its bakery in Paris, Texas.
"Kids not wanting crust is nothing new," said Sara Lee spokesman Steve Mura. But he said the company saw increased demand for time-saving, nutritious products.
"Consumers are saying: Make my life simpler. Make it quick. Make me feel good about giving it to my kids," he said. IronKids bread is fortified with calcium and fiber ? although it doesn't contain any iron.
Because the decrusted slice has to be the same size as a normal slice, Sara Lee's loaves will start out slightly larger than normal.
The leftover crusts will be recycled into bread crumbs and animal feed, Mura said. The company is offering only crustless white bread.
Consumers may find the crustless bread convenient, but they'll have to pay for it. The company plans to sell the new bread for $2.59 to $3.39 a loaf, a premium of about 75 cents a loaf to regular old-fashioned IronKids bread, Mura said.
Chicago-based Sara Lee plans to introduce the bread at the Food Marketing Institute show in Chicago this weekend. The bread, now available in only a few test markets, is expected to hit grocery shelves in 60 percent of the country by July, supported by a $10 million advertising and marketing campaign.
Sara Lee acquired the IronKids brand last year when it bought St. Louis-based Earthgrains Co., the second-largest U.S. maker of fresh bread.
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