A 10-cent bag of "Slo-Baked" Wonder Bread is raised inside William Geiger's Grandview grocery store for this advertisement for the popular post-war white bread.
The familiar multicolored balloons on the package were the idea of Taggert Baking Co. Vice President Elmer Cline, who had seen balloons at the 1921 International Balloon Race at the Indianapolis Motor Speedway and thought they would influence a good design.
Continental Baking Co. purchased Taggert in 1925 and was one of the first major companies to slice the white bread before packaging. However, to keep it fresh, they used a white flour that had been stripped of its nutrients during the bleaching process.
They started enriching the loaves with a dozen different vitamins and minerals in the early 1940s, resulting in the tag line, "Wonder builds strong bodies 12 ways."
Also during this period, metals needed for the war become so precious that the blades for the bread-slicing machines became unavailable, and Wonder went back to selling unsliced bread for several years.
The Columbus Wonder Bread factory, which was the source of many great smells in the Short North area, opened in 1939 and closed in 2009.