Founded in the early 20th Century by a young sign painter and advertising promoter named William Edgar Long, Holsum Bread became known for its slogan, "Fresh and Sweet - Good to Eat." In contrast to other bread, which was sold without packaging, Holsum Bread was hand-wrapped and tied with string. This unique feature set Holsum Bread apart from its competitors and established a nationwide trend for packaged bread.
In the early days of the Holsum Bread brand, Long set out to create a cooperative made up of independent bakers across the country who would make and sell the company's packaged white bread. As a unifying device, the distinctive red and white Holsum Bread package was designed in 1948. The packages became a common item on grocery store shelves throughout the United States, and Long pushed for the development of a nationwide advertising campaign that could be used by all its independent bakers.
Another convenience introduced by Holsum Bread was the concept of packaging pre-sliced bread. In the early years of the 20th Century, bread was sold in whole loaves that were sliced at home. The company began selling sliced bread in 1928, two years before the Wonder Bread Company. As of 2015, Holsum Bread's pre-sliced white bread is still sold across the United States, Canada and Puerto Rico.