For those in the northeast US, the Sunbeam Bread area:

For decades, Sunbeam was advertised as "batter-whipped". It DID had a
smoother texture than most white breads, and, as the TV commercials
showed, if you ripped it vertically, it would rip in a straight line,
unlike other breads.

I just noticed that it no longer has this smooth texture, and a check
of the label shows that it is no longer billed as "batter-whipped".
Does anybody know when this change took place, or if they announced
that they were changing the basic texture of the bread?

My emails to Sunbeam have gone unanswered.