Wonder, Merita, Home Pride and Butternut will return to the fresh bread aisle via Flowers Foods, Inc.s direct-store delivery footprint beginning in late September and into October, Allen Shiver, president and chief executive officer of the Thomasville, Ga.-based baking company told participants at the Barclays Back-to-School Conference held Sept. 3 in Boston. Flowers completed the acquisition of the bread brands from the former Hostess Brands, Inc. in late July, and since that time Mr. Shiver said Flowers has discussed its roll-out plans with trade customers, who have been supportive of Flowers strategy. Mr. Shiver said Flowers plans to tie the relaunch of Wonder to a NASCAR event. In addition to having a car compete in the races, Flowers plans to use creative marketing to connect the Wonder brand to NASCAR fans, Mr. Shiver said. Flowers also plans to use the Wonder brand to partner with the Childrens Miracle Network to help childrens hospitals. Under the theme ‘Wonders back and Wonder gives back’ Flowers has committed to give 5c for every loaf of Wonder Classic and Wonder Whole Grain White that is sold from Oct. 1 through the end of 2013 to the cause.( Food Business News ) AND On Sept. 23, Wonder breads and buns began returning to store shelves within Flowers Foods fresh delivery territory in the East, South, Southwest, and California.( Wonderbread Facebook )(9-25-2013) UPDATE: Wonder bread will be the primary sponsor of Kurt Buschs #78 Furniture Row Racing Chevrolet during the Oct. 18-20 NASCAR Sprint Cup Series weekend at Talladega. Inspired by the motion picture Talladega Nights, the colorful paint scheme on Buschs Chevrolet will have a look similar to the #26 Wonder Bread race car (click here to see the #26 car) in the 2006 movie. The motorsports sponsorship is part of the reintroduction of the Wonder brand, which had been off the market since the bankruptcy of its former owner late last year. Flowers Foods, a leading producer and marketer of packaged bakery foods in the U.S. acquired the Wonder brand in July 2013. ‘There is nothing more American than Wonder bread and NASCAR’ said Keith Aldredge, Flowers Foods vice president of marketing. ‘Were thrilled to be partnering with Kurt Busch and the Furniture Row Racing team to debut the Wonder car at the Talladega Superspeedway. Having such an incredible driver wear the bright colors of Wonder will make for a truly memorable all-American race experience.” ‘This motorsports partnership definitely carries a special feeling with two American icons coming together Wonder bread and NASCAR at one of Americas legendary racetracks’ said Busch. ‘And the sponsorship also has a nostalgic feel for me since Wonder bread was a household staple while growing up in Las Vegas.” Busch added, ‘Talladega is a track that we can win at and a celebration with the Wonder car in Victory Lane will make this partnership even more special.”( Furniture Row Racing )
