We earn money and we spend money. We buy things that we need, yes – but more-often-than-not we buy things that glisten brilliantly under a strong light, or are on sale. And a lot of these purchases make sense – the gratuitously large flat-screen TV, for example, and the matching surround-sound speakers and the leather recliners and that pool table.

But other purchases are not as clear-cut. In this our 21^st century, consumer-driven society, there are two great marketing mysteries – mysteries that will continue to puzzle analysts for decades to come. The first is how and why the Snuggie became so popular. And the second: why some loaves of bread are packaged twice.

I don’t know the answer to either and honestly don’t care – my world-view generously accommodates the unexplained. But conspiracy theorists are very different people – they care, a lot. Doug E. Grimm – a highly respected underground theorist out of Portland, Oregon and frequent Bluetooth earpiece user – dedicated an entire post on his blog I Am Batman to the discussion of twice-packaged bread:

“I mean, why? I just don’t understand. Two wrappers? But WAIT – I DO understand! I have a source inside Pepperidge Farm with TOP GRADE security clearance who reports mysterious CHEMICALS being injected into the inner wrapper of double-packaged bread. WHAT??!!! It’s a WELL KNOWN FACT that the bread-making lobby has its CLAWS sunk into Washington, and with this new HEALTH-CARE REFORM it’s CLEAR as DAY that they’re injecting chemicals into the INNER WRAPPER to make us, the AMERICAN PEOPLE, sick to our stomachs. AND what DO sick PEOPLE want? HEALTH CARE INSURANCE! See – IT ALL fits TOGethER!”

While Mr. Grimm may have a point, I always assumed that the double packaging had something to do with preserving freshness – but I suppose anything is possible. Regardless of theory – if you enjoy French toast or sandwiches or soft fluffy-textured foods – then you may very well come across twice-packaged bread in your lifetime. And when you do, you should know how to open the thing.

Twice-packaged bread is exactly as it sounds – bread that is packaged twice. You can easily distinguish it from other breads by the fact that it’s packaged twice (see Figure 1). Common twice-packaged bread companies include Pepperidge Farm and Brownberry – other companies like Wonder rely on single packaging alone.

Opening twice-packaged bread is not technically difficult – the challenge lies in retaining your composure and not becoming frustrated. The external packaging is usually secured by a twist-tie and easily removed (just remember to untwist the tie, not twist it further). Remove the loaf of bread and you’ll notice that it’s sealed a second time – wrapped in a much tighter, plastic inner membrane of sorts.

If you have nails, you can tear at the wrapper or slip your finger underneath one of the seams and open the bread in this fashion. If not, I recommend using a knife or a pair of scissors and carefully cut into the packaging – making sure to cut either above the first slice or between slices to preserve bread integrity.  If you do not have a sharp object, then there are a number of safe alternatives (see Figure 2).

And there you have it – nothing too complicated. If you find yourself getting frustrated, then pause – take a deep breath – and try again later. Or just buy different bread.