How is it that sliced bread became the byword for step-change in innovation?
The key to it was the creation of a machine that would slice a loaf of bread evenly. This was invented by one Otto Rohwedder of Davenport, Iowa, who built his first prototype in 1912 – so next year is its centenary.
Unfortunately, in 1917 his prototypes were destroyed in a fire, together with the blueprints, and it was not until 1928 that he had a fully functional machine ready. What took him so long?
Were there insuperable obstacles? Certainly the early response of bakeries to the concept was not enthusiastic. Maybe he ran out of cash? Did it take him a long time to obtain a patent? Did he go away to war? Were there lots of other nifty inventions from him in the meantime?
And if sliced bread is such a significant thing, why don’t we all know about Mr Rohwedder?
Rohwedder’s loaf-slicer was first used by the Chillicothe Baking Company of Missouri – and was a success immediately. In 1930 sliced Wonder Bread became the first brand to market the product nationally. It was the coincidental invention of the pop-up toaster that gave massive added stimulus to the growth of sliced bread.
So what would be outstanding candidates for the role of “Best Thing Since Sliced Bread”?
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