Modern Baker Superloaf, 800 g

Product Information

With 'diabestity' joining climate change as one of humanity’s greatest challenges, the arrival of the loaf opens a brand new approach to the chronic nutrition problem across the globe – increasingly linked to the explosion of ultra-processed foods (UPFs), which now represent over 50% of the UK’s calorie intake. The added investment has allowed the standout innovator to ramp up its portfolio, to include a plain and multigrain bread, with plans for other types of bread - buns, bagels and rolls, along with flour - on the drawing board. Modern Baker collects data and stores it. We review our retention periods for personal information on a regular basis. We will hold your personal information on our systems for as long as is necessary for the relevant activity, or as long as is set out in any relevant contract you hold with us.

Our aim is to normalise alt bakery in the same way that Oatly, Impossible and Beyond are doing with alt dairy and alt meat,” Campbell added. Shortly after that we made a commitment to do everything in our powers to change these foods for the better, starting with bread. We then founded Modern Baker, which produces SUPERLOAF, and later, Oxford Food Tech for all our science and IP. SUPERLOAF reengineers carb-based Ultra Processed Foods (UPFs) using bio-active plant-based compounds and targeted fermentation.

And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment?

Superloaf would deliver “value and volume in a tired sector” he claimed. It would also create a new category that Modern Baker called active health bakery. “Retailers like the idea, but it will have to be policed hard, in the way the free-from sector is.” The Great Britian Nutrition and Health Claims Register includes none specific to sourdough fermentation, meaning it’s not legal to make a nutrition or health claim that isn't on the register.​ The benefits reported by a study carried out using a starter of a particular flour at X hydration, containing lactic acid bacterium Y and yeast Z, fermented for A minutes at B degrees might not necessarily apply to other sourdough starter cultures. Many scientific studies are carried out on animals or in vitro (test tubes, petri dishes, etc), so the benefits for human beings may differ.​ Added Young, “It’s great to see so many cooks, chefs and caterers show leadership around a staple of the diet by ditching additive-laden, ultra-processed industrial loaf products, in favour of delicious, nutritious Real Bread.​ We see the importance and value in Real Bread being made from a small list of ingredients and we are proud to have it as part of our Silver and Gold Food for Life Served Here Awards,”​ said Sophie Pritchard, business development manager for Food for Life.

Unhealthy UPFs make up nearly 60% of UK’s calorie intake, ramping up the runaway obesity crisis that is placing immense strain on the country national health system (NHS). Simarlarly to 2.0, the Superloaf NPD is based around optimised fibres – the benefits of which include slower glucose absorption, reduced-calorie load and optimised gut microbiome activity, Campbell said. The business aims to make a positive impact on one billion diets by 2028, with Sharp stating that the development of bread was “ just the beginning​” for the team. SUPERLOAF is currently sold in-store by Marks & Spencer and online by Ocado. Category winners were then pitted against each other as the judges decided on the entry to be named Britain’s Best Loaf (see the full list of category winners below). The other challenge has been keeping all the plates spinning during ‘stealth-mode’. How does SUPERLOAF answer an unmet need?One of the key roles of vegetables in our diet is as a source of health-boosting fibre, a key component of Superloaf. What distinguishes it from other breads, however – even the multi-seed, wholegrain ones – is that it includes a spectrum of fibres. Other loaves generally include insoluble fibre (often wheat bran) which is useful in helping to keep things moving in the gut.

Modern Baker develops breakthrough ‘clean label’ ingredient technologies to improve the nutritional profile of carbohydrate-based ultra-processed foods, for the common good.

How has the business evolved since its launch?

Funds are to be used to apply the firm’s breakthrough Alt-Nutrition ingredient more widely in the formulation of other ultra-processed foods (UPF) including pastries, breakfast cereals, pasta, ready meals, and yoghurts. UPFs have exploded on the market in recent years with unhealthy items said to now represent nearly 60% of the UK’s calorie intake, Modern Baker noted. They are increasingly linked to the chronic nutrition problem across the globe, something Modern Baker is keen to reframe with its health-positive formulations. Co-founder Leo Campbell added: “Good nutrition is medicine, and with the help of many leading scientists, significantly funded by the government, SUPERLOAF has been specifically designed to be the first processed staple food with this as its core purpose. Sharp’s researchers confirmed what nutritionists have long known, that immunity is supported not through a single ingredient, but through the interaction of a range of different ingredients in a healthy diet. “Building a stronger immune system isn’t about one-off miracle foods, it’s about eating the right foods every day: hence our focus on the UK’s staple food,” says Professor Jeff Pearson, who led the team at Newcastle. Campbell said one of the biggest challenges was to ensure the loaf would be highly scalable so it could be used outside the artisanal market and in the industrial sector.