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IronKids bags bread winners

Bags for IronKids Bread from Sara Lee Bakery, St. Louis, MO, unveiled a new look in January, sporting photos of five youngsters that replace illustrated characters.

Pw 16457 Ironkids

“It’s always good to have fresh, innovative packaging that relates to consumers,” says Steve Mura, manager of consumer promotions for Sara Lee Bakery. “This adds another level by using real kids to help communicate to moms and kids.”

The image, which depicts three girls and two boys engaged in sports activities, is the first time real children have appeared on the company’s products. Brand manager Carla Schaeffer believes the images are unique in the category. “Showing real kids doing active things breathes life into the packaging,” she says. “We also needed to strengthen our calcium and fiber claims on the packaging.”

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