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Tortillas Dethrone Sliced White Bread As The Sandwich-Making King

May 10, 2016: 12:00 AM EST
Perhaps it’s inevitable given recent demographic trends, but the tortilla has become the fastest-growing segment of the baking industry. The $12 billion-a-year phenomenon has deposed white sandwich bread as the top choice in America for making meat, vegetables, and condiments convenient to eat by hand. This has come about certainly because of the influx of Hispanic immigrants, but also because there has been “a lot of innovation in how tortillas are used and what they are being made out of,” according to a tortilla industry spokesman. Manufacturers have introduced more healthful whole wheat tortillas and low-carb/high-fiber tortillas. Consumers can find non-GMO, organic and gluten-free tortillas. Stores are also selling home-style tortillas and par-baked tortillas “for those who want a more authentic, made-from-scratch experience.”
Robert Rodriguez, "How did tortillas become the new white bread?", The Fresno Bee, May 10, 2016, © The Fresno Bee
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