Loaf bread became to popularize in 19th century as the Industrial Revolution progressed. The need for quick, easily portable meals increased. This made sandwiches, and consequently, the right type of bread for sandwiches, even more important. Factories and urbanization meant more people were having lunch away from home. The invention of sliced bread in 1928 by Otto Frederick Rohwedder was a significant milestone. This innovation made it easier than ever to make sandwiches. The phrase "the best thing since sliced bread" attests to its impact. Sliced, soft, white bread became a staple in American households. Brands like Wonder Bread popularized and mass-marketed this kind of bread.