Subway  has traditionally emphasized that "the better the bread, the better the sandwich," and has boasted fresh-baked bread from its inception. Creating a bread product that consumers crave—while meeting operational expectations of staying fresh—has been a major company and supplier effort.
According to Subway, in consumer tests throughout the U.S. and Canada the enhanced appearance has lead to a higher quality perception.
National television support for the new bread airs March 27 to April 30 on major networks in the United States and Canada.
In keeping with the chain's commitment to offering a healthy alternative to fatty foods, there is no significant change in the nutrients in the bread. In fact, the total carbohydrate content went down by 1 gram in the 6-inch Italian bread and by 3 grams in the 6-inch wheat bread. And the new breads have very little additional sugar.
As part of the introduction, Subway is integrating a BOGO Day (Buy One 6-inch, Get One 6-inch free), at participating restaurants in the United States and Canada.