It inspired the phrase "the best thing since sliced bread." Coined the term "the Wonder years." Launched a signature ad campaign to "build strong bodies." Led the way in adding nutrients and vitamins to breads. And now Wonder bread is celebrating its 90th anniversary – capping a remarkable journey that has made it an enduring symbol of Americana and among the most recognized bread brands.    

"While a long history of memorable marketing campaigns has helped Wonder soar to iconic status, the real secret of its enduring appeal is continuing to be at the forefront of countless innovations – from packaging to nutrition enhancements – that have kept it relevant among consumers and have had a lasting impact on the bread industry overall," said Stephany Verstraete, Senior Vice President of Marketing for the bakers of Wonder. "With the 90th anniversary, we're not only celebrating Wonder's remarkable history, but also its future as a contemporary brand that listens to the changing needs of its consumer. More of the best things since sliced bread are, in fact, yet to come."

To mark this significant milestone, Wonder – a brand born out of inspiration – has launched a campaign to honor America's everyday heroes, ordinary people making extraordinary contributions that inspire us. The soon-to-be-announced "Wonder Heroes" – individuals selected from 800 submissions to Wonder's Facebook page – will appear on limited-edition packages available in stores around Mother's Day, Father's Day, Memorial Day and Independence Day.

The Wonder brand was born in 1921 when Elmer Cline, a branding executive with the Taggart Baking Company searching for a name for a new bread, was "filled with wonder" by the sight of hundreds of balloons creating a kaleidoscope of color at the International Balloon Race at the Indianapolis Speedway. Inspiration struck, a brand was born and, for the last 90 years, the wonders haven't ceased.