The next best thing since sliced bread? BBU’s latest loaf is made with veggies

By Gill Hyslop

- Last updated on GMT

Sara Lee White Bread Made With Veggies is a thumb-up option for picky eaters. Pic: BBU
Sara Lee White Bread Made With Veggies is a thumb-up option for picky eaters. Pic: BBU

Related tags Bimbo bakeries usa Grupo bimbo Bread Sliced bread Vegetables

Bimbo Bakeries USA – the North American arm of Grupo Bimbo, the world’s biggest bakery manufacturer – has unveiled a bread that comprises the equivalent of one cup of vegies per loaf.

Because it’s packed with veggies, the Sara Lee White Bread is fortified with vitamins A, D and E, bang on trend as consumers seek out more convenient nutrition options.

According to the brand owners, the bread delivers ‘big on the delicious taste and soft, smooth texture that fans expect from Sara Lee’, and ideally fts in with all three mealtimes and adds punch to lunchboxes as well as little snacks inbetween. It’s also a great way for parents to ‘sneak’ in a serving of veggies.

Unique option

Bread made with veggies

“We know that mealtime can be a battle with picky eaters and little ones that aren't exactly in love with vegetables,” ​said Jinder Bhogal, senior brand manager for Sara Lee Bread.

“We baked up the idea for our new Sara Lee White Bread Made with Veggies with families in mind to offer a deliciously unique option that's new to the bread aisle.

“Made with love – and a cup of vegetables per loaf – we hope our fans will enjoy incorporating this new offering into breakfast, lunch, snack time and beyond.”

The veggies come in the form of dehydrated carrot, butternut squash, sweet potato and tomato, and join wheat flour, malted barley flour, sesame seeds, soy lecithin and the other usual mates that make up a loaf. What it does not contain are artificial colours, flavours or high-fructose corn syrup.

Each slice comes in with 150 calories, is low in fat and cholesterol free.

Sara Lee White Bread Made with Veggies is available from major food retailers across the US in an 18oz., 18-slice loaf, for an RRP of $4.49.

Next best thing to sliced bread?

Talking of slicing, while bread in some form or another has been around for more than 30,000 years, the first commercially-available sliced loaf was only produced in the early 20th​ Century, according to the History channel.

The ‘power-driven, multi-bladed’ bread slicer was invented by Otto Rohwedder, a Missouri-based jeweller, and put into service on 6 July 1928 at his friend’s Chillicothe Baking Company.

It caused a stir, with a local newspaper enthusing “the housewife could expect a thrill of pleasure when she first sees a loaf of this bread with each slice the exact counterpart of its fellows. So neat and precise are the slices, and so definitely better than anyone could possibly slice by hand with a bread knife, that one realises instantly that here is a refinement that will receive a hearty and permanent welcome.”

During WWII, factory-sliced bread was briefly banned by the US government in an effort to conserve resources.

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