Exciting News: Wonder Bread Expands into Snack Cakes
Wonder, famous for its sliced bread, is making a historic move by introducing its first major brand extension in over a century. The iconic brand is venturing into the world of snack cakes, including donuts, honey buns, cupcakes, and cinnamon rolls.
Flowers Foods, the owner of Wonder, sees this new line as an opportunity to enter a new segment of the grocery store. Snack cake sales have been on the rise, reaching $1.6 billion in 2023 from $1 billion in 2019, according to data from the National Confectioners Association (source).
Insight into Wonder’s Expansion
Wonder’s association with bread is unparalleled in the food industry. Flowers Foods acquired Wonder, along with Nature’s Pride and other bread brands, from Hostess Brands more than a decade ago. This move into snack cakes mirrors some of the offerings of Hostess, expanding Wonder’s reach and appeal to consumers.
With the growing interest in snacking and indulgent treats, Wonder’s new line of products like cinnamon rolls and creme-filled cupcakes caters to consumer preferences. Ashley Hornsby, director of brand management, expressed excitement about bringing the nostalgia and joy associated with Wonder bread to a new category.
Flowers Foods, already a player in the snack cake market with brands like Tastykake and Mrs. Freshley’s, will leverage its expertise in ingredients, innovation, and marketing to introduce these new Wonder treats.