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Nicer Slices: Balancing consumers' concerns about health and transparency, and their desires for indulgence and fun flavors, could help boost a mature category.

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    • Abstract:
      The article focuses on the transformation of the bread trends in the supermarket with the incorporation of health concerns in the U.S. Topics discussed include an overview of the supermarket bread aisle industry, the concerns on balancing health and transparency of grocers to consumers, and the desires of consumers for fun flavors and indulgence for category maturity.