I'm deeply skeptical that most of the so-called "wholemeal" bread being sold as "healthy" truly isn't - it's just white bread with some whole grains and probably colour thrown in.  Even if it's made from a wholemeal flour, I'm struggling to see how - seeing as most of the bulk seed endosperm has been ground finely - it would induce a significantly different metabolic response to white flour anyway.  The surface area of starch is going to be about the same, it's presumably going to be converted to glucose at the same rate and straight into your bloodstream regardless of the fact that there might be some fibre and other "goodness" there.  Wholegrain as opposed to wholemeal and % w/w of those ingredients might be a better guide.  Moderation is probably wise.

Supermarket bread is generally awful IMO, then again the contents of most of the aisles at supermarkets are even worse.  If they had a good clean-out and got rid of all the truly unhealthy crap, I'd be in and out of the much smaller supermarket in half the time.

Even in the less toxic department (fruit and vege aisle) at my local supermarket, they were selling mandarins in a new way today.  Pack of 5 Aussie mandarins for $5, each one exactly the same size, each one perfectly set into a vacuum-moulded plastic tray, then encapsulated in an outer wrapper of glossy crystal clear plastic, with big bold text proclaiming that they were "ECO - mandarins" - the smaller print claiming that they were grown in an "environmentally sustainable manner".  ECO mandarins? - why sure they are.  Dirtbags.