Beige apocalypse: Why have bread volumes nosedived?

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Beige apocalypse: Why have bread volumes nosedived in the past five years in the FDMx channel?

Pound volumes of bread & rolls, ready-to eat breakfast cereals and wheat-based cereal bars have plummeted in the past five years in the US food, drug and mass channel as shoppers spurn ‘beige’ center of store categories, according to new data.

http://www.foodnavigator-usa.com/Market/Beige-apocalypse-Why-have-bread-volumes-nosedived-in-the-past-five-years-in-the-FDMx-channel