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Sara Lee To Market Eco-Friendly Version Of Its EarthGrains Bread

February 1, 2010: 09:08 PM EST
Hoping to tap into a market of consumers concerned about the environment but frugal as well, No. 2 U.S. bread maker Sara Lee says it will begin using Eco-Grain wheat, grown using less fertilizer and land than ordinary wheat, in its wide-pan EarthGrains bread. Containing about 20 percent Eco-Grain wheat, the new variety will cost the same as the regular 24-ounce loaf of EarthGrains. Marketers say many consumers are concerned about the environment, but not enough to pay premium prices for organic bread. According to this Reuters report, Sara Lee also plans to incorporate Eco-Grain wheat in its EarthGrains thin buns.
Brad Dorfman, "Sara Lee looks to green bread to boost EarthGrains", Reuters, February 01, 2010, via Reuters, © Thomson Reuters
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