Modern Baker has secured nationwide listings for its gut health bread brand, Superloaf, in Sainsbury’s and Morrisons, following the conclusion of its exclusivity period with M&S.
Manufactured and distributed by Hovis under a three-year brand licensing agreement, Superloaf is now set to reach a broader audience.
Melissa Sharp, co-founder of Modern Baker, says: ‘Superloaf has become a bit of a touchstone in the UPF conversation and it’s great these two cornerstones of UK grocery have joined M&S and Ocado in listing it. Consumers are starting to demand more from their food and Superloaf’s nutrient-dense recipe heralds a completely new way forward for UPFs.’
Leanne Jarrett, a senior buyer for Morrisons, adds: ‘Superloaf is a pioneering brand at the forefront of nutrition science, and perfectly complements Morrisons’ dedication to keeping our shelves alive with innovative products in the nutrition space.’
Superloaf is the culmination of several years of cutting-edge nutrition research and development funded by Innovate UK, transforming a staple of the British diet into a nutrient-dense product. Dubbed by the media as ‘the world’s first healthy UPF,’ Superloaf is poised to make a substantial impact in the bakery sector, helping consumers make healthier choices without sacrificing taste or convenience.
The company recently won further government funding of £450K to apply its healthier formulation of ultra-processed foods to a swathe of other food categories.
Modern Baker Superloaf is an Oxford-based food-as-medicine start-up, pioneering nutrition research for the healthier reformulation of packaged staple foods. Its first proof-of-concept product, Superloaf, recently launched in M&S, is already selling double forecast. The company creates ingredient-based solutions to allow the reformulation of processed foods for health-positive outcomes – a timely solution to the growing evidence that UPFs are harmful to health. Modern Baker started in 2018 after co-founder Melissa Sharp was profoundly disturbed by the foods and snacks she encountered on a chemo ward.
Superloaf has uniquely shown that carb-based UPFs can be re-engineered to become a vehicle for positive nutrition. It’s packed with selected prebiotic fibres and bioactive plant compounds that have been subjected to targeted fermentation, which together reduce blood glucose absorption and substantially promote gut health.
Superloaf is now available in M&S, Ocado, Sainsbury’s, and Morrisons.
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