99% Invisible: Wonder Bread

Nov 28, 2014

The first print advertisement for Wonder Bread came out before the bread itself. It stated only that “a wonder” was coming. In a lot of ways, the statement was true. Wonder Bread was the perfect loaf. “Slow food” advocates have pronounced industrial white bread of any brand a symbol of a modern grocery problem: consumers don’t know where our food comes from. The funny thing is that industrial white bread—that evenly sliced, squishy, moist, perfectly white and wondrous loaf—was once a highly designed solution to that very same problem.