Both the size and texture of sandwich bread has changed. Giants like Bimbo Bakeries and just a few others now control the entire bread industry having bought out every brand you can think of.
Two major changes that have occurred are size and texture of sandwich breads. Today's manufactured breads now have the soft texture of foam. This is to stretch the product and increase profits. In order to fool the public about this, they print on the packages the the bread is now "smoother and richer". Actually, it's spongier and mushier.
Another thing is that while the weight is the same, the individual slices themselves have shrunk in height. This is in keeping with the cheapening of the overall product.
Starting in 1998, Bimbo Bakeries started gobbling up US bakeries en masse to become the largest bakery company in the world (they've had antitrust lawsuits thrown at them).
About 10 years ago, you could fit a slice of Oscar Mayer bologna or ham onto a slice of bread. A slice of bread that had good texture to it too.
Look at the pictures below. Notice how the meat slices don't fit sandwich bread anymore like they used to. The bread package WAS NOT CRUSHED during transport. Also notice the bag packaging . Notice how the packaging has remained the same but the bread has shrunk in relation to the breads packaging.
Store bought sandwich bread has forever changed, for the worse.