Unilever took herring and cod, coated them with bread crumbs and sliced them into rectangles small enough for children to pick up.
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Woolworths also manufactures its own brand of everything from sliced bread to grape juices and ice cream.
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Despite all the low-carb zealots, sliced bread of the sort used to construct peanut butter and jelly sandwiches is still a strong business.
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That is he stabbed his rivals in the back and did a wonderful job of making his bosses feel like he was the greatest thing since sliced bread.
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