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I don't buy much bread but when I do I look for 100% whole wheat and natural ingredients.
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The freshest one or you can say the softest.
Look for the freshest loaf of bread, and be careful not to buy bread that is all dried out. Be sure to check the date on the bread.
I always check the date and squeeze the loaf slightly to test for softness...and I usually buy my bread from the bakery instead of the bread aisle.
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