Modern Baker Superloaf, 800 g

Product Information

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.

Modern Baker’s potential partners going forward are food manufacturers and businesses that can “see beyond HFSS” to a point where “food nutrition starts to become the currency”, he added. 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.​ 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. Aiming to reframe UPFs as positive nutrition, Modern Baker’s research has been focused on replicating the nutrient profile found in a fruit, veg and whole grain diet from natural plant sources, along with developing the processes required to integrate it into processed foods.At the end of 2022 Silicon Valley started to break down the Food Tech investment asset class into its component parts. ‘Food-as-med’ was one of them, recognising the commercial potency in science and tech based solutions aimed at solving the chronic metabolic health crisis facing society.” Plain bread should be made without the use of added fat or added sugars. This provision does not apply to any enriched breads (such as brioche, focaccia, croissants etc.) served. We’ve streamlined in all sorts of areas – decision making has got easier as our purpose has intensified, and as our business model has emerged we can run on a much smaller team. By having our mission front and centre of everything we do, it gives everyone in our business a lens and purpose. And this mission can take us into new food types to ultimately create more nutritionally complete Alt-Nutrition foods. 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.

A big breakthrough was funding from the UK government agency Innovate UK, allowing us to work with leading scientists and academics. Five successive grants and 6-years of R&D later, SUPERLOAF was born. In the latter stages, the support of M&S was invaluable.”

We are, however, careful to ensure that our passion doesn’t get the better of us when explaining why we think that sourdough bread is so great.”​