Yucky fibre bits?

So the Canada Bread Company Limited has a new variety of their Dempster’s-brand bread, which they are advertising around the notion that children don’t like eating bread with yucky fibre bits. According to the company’s 1999 Annual Report,

Solid progress was achieved in implementing the five point turnaround plan designed to get the fundamentals right in our core businesses. In 2000 our goal is to achieve critical mass in the implementation of these fundamentals and to continue to translate this into improved results.
I can only assume that, at some level, the yucky fibre bits are involved in this turnaround. My only question is: do children really talk about yucky fibre bits in bread? Perhaps I am naive, but this smells a lot like the whole pulp-free orange juice debacle.