Modern Baker Superloaf, 800 g

Product Information

The other challenge has been keeping all the plates spinning during ‘stealth-mode’. How does SUPERLOAF answer an unmet need?

During one of my chemo sessions, a refreshments trolley was wheeled in. It looked like something out of a 1960s Carry On film, except what was on it wasn’t remotely funny.

Superloaf is launching a new mass-production version of its gut healthy bread – for sale exclusively through Marks & Spencer. The company forged a partnership with M&S in 2022 following media coverage of the beta-version of Superloaf. 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.

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. Superloaf’s plant chemicals (or “phytonutrients”) are derived from seaweeds and seeds including linseed, sunflower and pumpkin, while fibre comes from ingredients such as psyllium husks, and grain husks in the loaf’s wheat and barley flours. Its sole raising agent is yeast, and the process from raw ingredients to finished loaf takes 27 hours. It was created in partnership with the likes of the Oxford Brookes Centre for Nutrition & Health and food technology company Camden BRI. “Dozens of other businesses and disciplines have been involved in the birth of Superloaf – from academia to government, scientists and the life sciences, business and investment communities, and an increasing input from the creative industries,” he adds. Superloaf is seeded and sliced. It provides 208kcals per 100g. That’s 26.8% lower than Warburtons Original Seeded Batch and 25.2% lower than Hovis Seed Sensations. 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.Sharp and cofounder Leo Campbell then founded Modern Baker, which produces Superloaf, and later, Oxford Food Tech for its science and IP. Superloaf has shown that carb-based UPFs can be re-engineered ‘for the common good’ by combining the economic and format advantages of being produced at scale with Modern’s Baker’s Alt-Nutrition concept, principally from prebiotic plant fibres, bioactive plant compounds and targeted fermentation.