This bread is in fact killer! I purchased it at Stop & Shop. It is hearty & toasts well. I like it best with peanut butter. It makes me feel better about eating bread for breakfast, as that is all I have time for. It's also great to make grilled cheese with. It tastes great, including the crust, trust me! This brand just came out with bagels which I would also highly recommend! It is also currently featured in a rebate app I have called Ibotta, which gave me a $.50 refund for purchasing this product.