This graph shows the sales of the leading 10 fresh bread brands of the United States in 2013. Nature's Own was the second ranked fresh bread brand of the United States with about 853 million U.S. dollars worth of sales in 2013.
For a basic food staple, bread in the United States has undergone a significant transformation throughout its history. The wave of immigration to the U.S. in the 19th century brought with a multitude of bread baking heritages. Cultural crossovers and the fluctuating availability of traditional ingredients caused new traditions to emerge. Corn bread became a staple on the Great Plains and in the southern states, where wheat flour was not so readily available. As the American frontier came under cultivation, however, wheat flour production increased and stabilized, and wheat flour bread eventually gained the upper hand.
The bakeries that sprung up as part of these expanding communities were revolutionized by the invention of the automatic bread slicer, invented in Iowa by Otto Rohwedder and put into commercial use in 1928. The American public embraced the invention and quickly grew accustomed to buying sliced bread, to the point that a ban on the use of bread slicing machines instituted during World War II to save on wax paper (used in packaging sliced bread) caused enough public outrage to have the ban repealed after just two months.
Today, sliced bread is still a hot-selling commodity in American supermarkets. While the post-war years favored white sandwich bread, a “scientific wonder” made with chemically bleached flour, modern health trends prefer more naturally-derived breads, often marketed as “multi-grain”, “whole wheat”, and “unprocessed”. Public opinion is bound to cause further changes to this food staple in the coming years, but history has proven it perfectly capable of adapting.