It's never been marketed as having the taste of wholemeal, it has the wheatgerm of wholemeal providing the goodness/fibre which white did not but with the taste of white. Stale white if you wish... but good try though.
This bread is awesome toasted. I get it sometimes. My favourite bread is from Whole Foods. They do a white chocolate and apricot one which is awesome. Also they have great crusty rolls.
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