Flowers Foods expands Wonder portfolio with new product innovations from breakfast to snacking categories
The move reflects the company’s broader strategy to revitalize legacy brands while tapping into growth opportunities within the packaged bakery segment.
USA – Flowers Foods, one of America’s largest baking companies, is significantly broadening its Wonder brand portfolio, rolling out an extensive range of new products across multiple food categories as part of a wider growth and innovation strategy.
The company is launching new bagels, English muffins, cakes, donuts, and pastries under the Wonder brand.
The company’s newest breakfast offerings span bagels, breakfast bars, English muffins, donuts, Danishes, and pancake and waffle mixes.
New snack offerings include protein and snack bars, snack bites, crème filled cakes, and crackers.
The latest introductions highlight Flowers’ focus on broadening its breakfast and snacking portfolio with products that are well‑suited to a wide range of preferences, occasions, and daily routines.
As part of the launches, the company has introduced its first Regenerative Organic Certified® products through its Simple Mills brand.
Regenerative Organic Certified is a third-party certification that builds on the foundation of USDA Certified Organic with a focus on farming practices designed to strengthen the long-term resilience of the food system.
In addition, half of Simple Mills’ portfolio recently earned verification under the new Non-UPF Verified Standard, a label helping consumers identify foods made with minimally processed ingredients and methods. The remaining half of the brand’s portfolio has been submitted and is pending evaluation.
Now available nationwide in the frozen aisle, Canyon Bakehouse is serving gluten-free shoppers with new breakfast options: bagels and English Muffinsthat are also dairy-free, soy-free, nut-free, and baked with whole grains.
Dave’s Killer Bread is continuing to innovate to support the growing percentage of Americans resolving to eat healthier in 2026. The brand recently launched two new organic breakfast offerings: Mini Bagels and Seasonal Bagels.
Additionally, earlier this year, the brand introduced organic breakfast bars with 4 grams of fibre (16% DV) and expanded its line of organic protein bars, snack bars, and snack bites.
Additional new easy-to-grab snack offerings launching this month from Simple Mills include: Nut & Seed Trail Bars, Sweet Mmms, Sour Cream & Onion Pop Mmms, and Parmesan Garlic Almond Flour Crackers (launching May 2026).
Wonder Bagels (Classic, Everything, and Cinnamon Raisin) and Wonder English Muffins (Classic, Sourdough, and Wheat) are newly available in retailers across the US.
Wonder is also innovating within the breakfast category for consumers who prefer a morning snack over traditional breakfast, including the more than 20% of Americans who opt for pre-made, sweet baked goods in the morning.
Inspired by nostalgic dessert and fruit flavors, Wonder’s latest sweet innovations are easy to grab for breakfast, on-the-go, or for a midday treat: Donuts including Strawberry Bag Donuts and Brownie Crunch Bag Donuts; Danishes – Cherry Cheese and Blueberry Cheese varieties; Cinnamon Roll; and Cakes – Crème Filled Triple Chocolate Cakes, Crème Filled Peanut Butter Cupcakes, and Crème Filled Banana Crème Cakes.
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