Being innovative in the bread business is pretty hard to do considering the limitations what you can do with a bag or just industry staleness. All a bread has to be is nestled in a bag. Not much room for creativity, unless you are Norwegian “Finnish” rye bread maker Solrug. They hired Rami Niemi to redesign the plain old boring bread bag into something cool. Will it entice you to buy the bread? It will definitely get a second look in an aisle of bland bread bags. I’d buy it just for the bag.