Will Nature’s Pride save IBC?

The last couple of years have not been kind to the Interstate Bakeries Corporation. IBC, headquartered on east Armour Road in Kansas City, Missouri, has been in bankruptcy since 2004 and its two iconic products, Wonder Bread and Twinkies, aren’t exactly en vogue among health-conscious shoppers.

To celebrate its emergence from bankruptcy — and to try and woo those aforementioned healthy shoppers — this week IBC is soft-releasing a new line of bread called Nature’s Pride. The line is a step up in price and is meant to compete with organic breads sold in in normal grocery stores. Nature’s Pride’s big selling point is that it’s all-natural.

Next Monday, IBC rolls out a national advertising campaign pushing the line of bread.