Daily Bread

I hold in my hand a loaf of Trader Joe's 100% Whole Grain Whole Wheat Bread. What really tickles me is that the package proclaims the bread's fiber content in no less than six places. Six! "Excellent Source of Fiber." "5g of fiber per slice." And if we missed those, the words FIBER is written across the package in size one billion font. Who, exactly, is the target audience for this bread? 90-year-old men with irritable bowel syndrome? Yeesh.