Continental Baking Company purchased Taggart in 1925. This made Wonder Bread a national brand and added "It's Slo Baked" to the logo. In the 1930s, Continental Baking began marketing Wonder Bread in sliced form nationwide, one of the first companies to do so; this was a significant milestone for the industry and for American consumers, who, at first, needed reassurance that "wonder-cut" bread would not dry out. The W. E. Long Company of Chicago, which had formed a cooperative of bakeries to market Holsum Bread, had pioneered and promoted the packaging of sliced bread two years prior, in 1928. Unsliced bread returned for a period during World War II due to a steel shortage that led to an industry-wide slicing suspension in 1943. Bread slicers returned two years later.