Same Great Taste, Simplified

TORONTO, ONTARIO--(Marketwire - Aug. 25, 2011) - Weston Bakeries Limited has given WONDER® bread a complete makeover. Today marks the launch of new WONDER® bread recipes, made with simplified ingredient lists and completely free of artificial preservatives, artificial colours and artificial flavours. Every loaf of WONDER® bread is made with 100% Canadian wheat and includes more than 10 essential nutrients per serving.

"Weston Bakeries Limited is proud to now offer the only sliced bread widely available in Canada that is free of artificial preservatives, artificial colours and artificial flavours," said Sumit Luthra, Vice President of Marketing, Weston Bakeries Limited. "And we are confident Canadians will love the new WONDER® bread since our consumer testing showed no difference in taste, texture or appearance."

The results are clear

Weston Bakeries Limited commissioned a national survey which showed consumers are paying more attention to food labels and are seeking products that are free of artificial ingredients.

The research revealed that nearly eight in ten (79 per cent) of all women feel buying foods that are free of artificial preservatives, artificial colours and artificial flavours is important -- and 77 per cent of all women say buying foods free of these artificial ingredients is more important now than it was one year ago.

"I teach my clients to read food labels so that they know exactly what they are eating," said Lynn Weaver, Ontario based dietitian and nutrition expert. "I am delighted that Weston Bakeries Limited has made this wholesome transition to simplify all the ingredients in the bread Canadians love."

Only 52 per cent of survey respondents agreed they do know all the ingredients in the food they buy. However, attitudes are changing. More than half of respondents (54 per cent) report they rejected a product in part because it was not free of artificial preservatives, artificial colours and artificial flavours.

Something for everyone

Canadians can choose from four main varieties of the new WONDER® bread, available at grocery and convenience stores across Canada.

• WONDER+™ White with Fibre: a soft white loaf with added fibre
• WONDER+™ 100% Whole Wheat: a soft 100% whole grain wheat bread
• WONDER+™ INVISIBLES™ Loaf with 14 Whole Grains: a soft white loaf made with 14 finely milled whole grains
• WONDER® Classic White: a soft white bread

About Weston Bakeries Limited

Weston Bakeries Limited, a wholly owned subsidiary of George Weston Limited and one of the largest bakeries in Canada, is a producer of breads, rolls, bagels, tortillas and other fresh baked products under leading brands such as WONDER®, D'ITALIANO®, COUNTRY HARVEST®, GADOUA® and WESTON®.

About the WONDER® Simplified Ingredients Survey

From July 10 to July 11, 2011 an online survey was conducted among 1,008 randomly selected Canadian adults who are Angus Reid Forum panellists. The margin of error – which measures sampling variability – is +/- 3.1%, 19 times out of 20.