The new line provides an alternative to buying the bigger loaves (that make up most of the bread aisle) and freezing (or tossing) what you can't finish before the expiration date.
Simply Small comes in Honey Oat and White with Whole Milk varieties at launch. It can currently be found at major retailers on the East and West Coast for a suggested price of $2.49. There are plans to expand the line to more regions in the future.
Photo via Arnold, Brownberry, and Oroweat Bread.