Wegmans Debuts Organic Sandwich Breads

In time for the back-to-school season, Wegmans Food Markets has rolled out a line of five organic sandwich breads, all made at the supermarket chain’s own bakeshop in its hometown of Rochester, N.Y.

The sliced-bread varieties are White Made with Oatmeal, 100% Whole Wheat, Honey Cracked Wheat, 27 Grains and Seeds, and Sprouted Multigrain. Each have SRPs of $5 for a full loaf and $3 for a half loaf. Wegmans customers will be able to sample the breads with various lunch-friendly pairings at an Organic Bread and Jammin’ Launch Party scheduled for 11 a.m.-3 p.m. on Saturday, Sept. 10.

Earlier this year, Wegmans had select customers in Pittsford, N.Y., and Leesburg, Va., try the new breads and share their feedback, which was overwhelming positive, from parents and kids alike, on the attributes of freshness, clean ingredients and taste.

“These breads are made with heart-healthy whole grains, and they have 2 to 3 grams of fiber and 4 or 5 grams of protein in each slice, depending on the variety,” noted Wegmans Nutritionist Kirby Branciforte. “The protein and fiber help stave off hunger between meals, which helps us remain focused at school or work. Many people don’t realize that grains can offer protein, and that getting some protein at each meal is better than eating a day’s worth at dinner.”

“For years we’ve offered organic sandwich ingredients like deli meats, cheeses, condiments and spreads in Wegmans brand,” added Jerritt Branagan, the grocer’s bakery category merchant. “Our customers asked for organic sandwich bread to accompany those items, and it was a natural next step. We invested in new equipment and training, sourced organic ingredients, developed new recipes, and created a dedicated organic space in our bakeshop, certified by Natural Food Certifiers (NFC).”

The breads join Wegmans’ growing lineup of more than 3,000 organic products. The chain also offers conventionally produced sandwich breads sold under the Food You Feel Good About banner, which designates products containing no artificial colors, sweeteners or preservatives.

Family-owned Wegmans operates 90 stores in New York, Pennsylvania, New Jersey, Virginia, Maryland and Massachusetts.