Variety breads are usually eaten by higher income, health-conscious adults. Similarly, the small amounts of freshly baked white pan bread produced by retail or in-store bakeries may be excluded. This freshly baked white pan bread has a different taste and texture than white pan bread produced by wholesale and captive bakeries. Freshly baked white pan bread is baked on the premises to provide a fresher product than that found on the commercial bread rack. Since preservatives generally are not used by retail or in-store bakers, freshly baked bread has a shelf life of only one to two days.
Customers usually purchase freshly baked bread for immediate consumption.
The Relevant Geographic Markets 14. These are areas where consumers are likely to pay higher prices as a result of the acquisition, and would not be able to substitute products sold by more distant sellers. Moreover, other buyers likely would not purchase the relevant product and resell it to the targeted buyers, thus defeating any price increase by arbitrage or diversion. White pan bread can be priced differently in different geographic areas, or zones, served by a bakery. For example, Interstate and Continental's Chicago bakeries each have five different price zones in northern Illinois and eastern Wisconsin.