We took a close look at our recipes and simplified them, removing what we didn’t need while keeping the taste and texture your family loves. We’re proud that all our bread is now made with even fewer, simpler ingredients and is NON-GMO Project Verified. No artificial colors, flavors, or preservatives, ever.
Now the Nature's Own Breaducator is on a mission to Breaducate others about Nature's Own's new recipe with simpler ingredients.
FAQS
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We’ve refreshed our packaging to make it easier for shoppers to find their favorite products, showcase our new formula – which now features even simpler ingredients, and deliver a more modern, consistent look across our lineup.
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Yes. We’ve recently refreshed our recipes to deliver the classic taste and texture you expect, with even fewer ingredients.
Our updated recipe reflects our ongoing commitment to quality. Simpler ingredients, same great taste.
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We understand how important familiarity is, especially with a staple like bread. These updates are part of our ongoing effort to simplify our ingredient list and offer a cleaner label - while still delivering on the same great quality and experience our customers expect.
Our recipe refresh is aimed at simpler, more recognizable ingredients – building upon our longstanding promise of no artificial preservatives, colors, or flavors, and no high fructose corn syrup.
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Quality is nonnegotiable for us. Our updated recipe was developed to keep the taste as close as possible to what Nature’s Own consumers know and love. You may notice minor differences, but we’re confident you’ll enjoy it.
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With fewer, simpler ingredients, you may notice slight differences in texture or appearance. Rest assured, the quality and care that goes into every loaf hasn't changed.
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There may be slight updates to nutritional values as a result of recipe changes. Please refer to the packaging for the most accurate and current information.
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Yes. This update reflects the future of Nature’s Own products as we continue to evolve with our customers’ needs and preferences.
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While the look may have changed, your favorite varieties are still available. The updated packaging is designed to make them even easier to spot on shelves.
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We hear you. Feedback like yours is incredibly valuable and helps shape what we do next. Send us a DM or visit [link] so our team can connect with you.
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All of our products are transitioning to the updated packaging and recipe, but timing may vary by product and store.
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We’d love to hear from you. Send us a DM or reach out to our team at [link] and we’ll make sure your feedback gets heard.
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Nature's Own names John Cena 'Breaducator' to launch new, simpler recipe and bold brand refresh.
Brand revamps product portfolio with fewer ingredients
Nature’s Own®, the nation’s No. 1 selling loaf bread brand, has introduced a new, simpler recipe across its entire product portfolio and refreshed its brand look to reflect its commitment to “Real. Soft. Bread.” To spread the word, the brand has tapped actor and retired professional wrestler John Cena as the official “Breaducator.” The updated Nature’s Own recipes include up to 38% fewer ingredients than before, and the full portfolio is now Non-GMO Project Verified. The reformulation comes as new research commissioned by Nature’s Own shows that parents see bread as an opportunity to make better choices for their families, with a majority (80%) saying they are willing to switch bread brands to find options made with simpler ingredients.
“Nature’s Own is bread done right. ‘Real. Soft. Bread.’ Now made with simpler ingredients,” said Cena. “Time to show people what’s in their loaf. Time to breaducate.”
The Breaducator campaign turns a routine grocery trip into a wake-up call, with Cena “breaducating” shoppers by showing them what sets Nature’s Own apart — new recipes with simpler ingredients that are Non-GMO Project Verified and deliver the same great taste and texture consumers expect from the brand. The campaign is supported by a significant multi-platform media push spanning national TV, CTV, OLV, digital and social, as well as a mixed-tier influencer initiative.
Simpler ingredients are a clear priority for parents, according to the research. Nearly nine in ten parents (88%) agree that feeding their kids bread made with simple ingredients and no artificial flavors, colors, or preservatives feels like an easy win. More than 80% say that simpler ingredients make them more comfortable serving bread across multiple meals throughout the day. And eight in ten parents say clear nutritional information on the packaging influences their bread buying decisions.
“Nature’s Own is launching a bold brand refresh, built to shake up the bread category, drive momentum and meet consumers where they are,” said Krystle Farlow, senior director of brand management for Nature’s Own. “Our brand embodies real, simple goodness, and John Cena is the perfect partner to bring that message to life. He’s authentic; he’s entertaining, and families love him. We couldn’t ask for a better Breaducator to tell our simpler, Non-GMO Project Verified story.”
Nature’s Own fresh-packaged bread, buns and rolls are available at participating retailers nationwide.
Survey methodology: Nature’s Own surveyed 2,000 adults throughout the United States. The sample consists of parents and guardians aged 25 to 54 who indicated they or someone in their household has consumed packaged bread within the last 3 months. The survey was conducted by Atomik Research and fieldwork took place between April 13 and April 20, 2026.
About Nature’s Own
Upholding a commitment to quality, Nature's Own Bread emphasizes freshness and irresistibly soft texture, maintaining standards that were first introduced in 1977 by Flowers Foods (NYSE: FLO), one of the largest producers of packaged bakery foods in the United States. Today, Nature’s Own is America’s number one selling loaf bread brand - known for providing a variety of products with no artificial preservatives, colors or flavors and no high fructose corn syrup. The brand offers a delicious selection of fresh, soft variety breads, buns, rolls and more. Learn more at naturesownbread.com.
