Another Name for Natural

Aunt Millie’s Bakeries has rebranded its line of Early American Breads, originally introduced in the fall of 2009, as Hearth 100% Natural Breads. The reason for the name change was the switch from a non-genetically modified (GMO) softening agent or enzyme to a regular one. “The rest of the ingredients remain non-GMO, but we can no longer call the bread non-GMO,” explained the Fort Wayne, Ind.-based manufacturer. “We also found that consumers were more interested in the ‘100% Natural’ attribute than in non-GMO.” Made with sea salt, the bread offers 3 grams of fiber and 12 to 20 grams of whole grains per serving, as well as being natural low in fat and free of cholesterol and trans fat. Available in Whole Grain White, Amber Grains, 100% Whole Wheat and Honey Oatmeal varieties, the line retails for a suggested $3.19 per 24-ounce loaf. Aunt Millie’s will publicize the change with an information campaign starting this month, a display program to launch in September, and a newspaper insert with coupon on Sept. 12. Additionally, the company is upgrading the packaging for its other items in the Hearth Bread line, three of which are offered under the Whole Grain subline and three under the Fiber for Life subline. For further information, visit www.AuntMillies.com.