HORSHAM, PA. — Bimbo Bakeries USA has introduced Artesano style white bread under its Sara Lee brand.
Offered in a 20-oz loaf, the new thick-sliced bread variety is packaged in frosted poly bag featuring clear cut outs shaped like wheat heads (a company promotional shot shows clear packaging with the wheat heads frosted). Sporting a whimsically lettered logo and marked “new,” the Artesano packaging features a nutrition panel (per slice: 100 calories, no saturated fat, 190 mg of sodium and 2 grams of sugars) and flags noting the bread contains no high-fructose corn syrup or artificial flavors or colors.
In contrast to most bread varieties introduced in recent years, Sara Lee Artesano does not contain whole grains, specialty grains or cater to specific health and wellness needs. A descriptor on the packaging reads, “A new white bread that has the soft texture and rich flavor your family will love,” recommending Artesano “for your favorite sandwich or a delicious French toast on a Sunday morning.”
The bread has been sold at supermarkets at a promoted price of $2.49 a loaf, 50c off the retail price. The loaves feature a 55c-off peel-off coupon.While Artesano is not yet included in Sara Lee’s on-line roster of bread varieties, a company spokesperson wrote on social media “all retailers that carry Sara Lee bread will have it.” Artesano has been spotted on supermarket shelves in Missouri, Nebraska and Minnesota and has been featured in September weekly supermarket circulars in the latter two states.