Superloaf Expands Nationwide as Modern Baker Secures Listings
In a significant move set to shake up the UK bread market, Modern Baker’s trailblazing bread brand, Superloaf, is poised to expand its reach with new listings in Sainsbury’s and Morrisons.
This development follows the conclusion of an exclusivity agreement with M&S, which part-owns Ocado, allowing Superloaf to enter the broader supermarket arena.
The bread, which is manufactured and distributed by Hovis under a three-year brand licensing agreement, is now set to benefit from the substantial exposure that comes with nationwide availability.
Superloaf has already made waves in the health food sector, having established itself as a staple in M&S stores and through Ocado’s online platform. The brand was developed by the Oxford-based company Modern Baker, which has been at the forefront of re-engineering ultra-processed foods (UPFs) to create healthier alternatives.
Superloaf is no ordinary bread; it’s packed with selected prebiotic fibres and bioactive plant compounds that have been subjected to targeted fermentation. This process results in a product that not only reduces blood glucose absorption but also promotes gut health – a crucial factor in the ongoing battle against lifestyle-related diseases.
The financial backing behind Superloaf’s development has been equally impressive. Initially, Modern Baker received funding from Innovate UK, a testament to the brand’s potential to disrupt the food industry.
More recently, in September 2023, the company secured an additional £450,000 in investment. This new capital injection is set to fuel Modern Baker’s ambitions to apply its innovative UPF re-engineering process to a wide range of food categories, potentially revolutionising how consumers think about processed foods.
The recent decision by Sainsbury’s and Morrisons to stock Superloaf is a clear indication of the brand’s growing influence in the marketplace. Morrisons’ senior buyer commented on the decision, calling Superloaf a pioneering brand at the forefront of nutrition science.
The buyer further highlighted that Superloaf perfectly aligns with Morrisons’ strategy of offering innovative, health-forward products that cater to the evolving demands of their customers.
In response to the new listings, Modern Baker’s co-founders shared their excitement. One co-founder emphasised that Superloaf has successfully carved out a unique niche within the UPF debate, and that the addition of Sainsbury’s and Morrisons alongside M&S and Ocado marks a significant milestone for the brand.
They expressed their pride in seeing the brand’s nutrient-dense recipe gaining traction in the mainstream market, signalling a shift in consumer expectations toward healthier food choices.
What’s more, the other co-founder echoed these sentiments, adding that Superloaf has become a touchstone in discussions about processed foods, with its success demonstrating that retailers are increasingly attuned to consumer demands for “better-for-you” alternatives.
To conclude, Superloaf’s journey from a niche product to a nationally recognised brand underscores the shifting landscape of consumer preferences. The bread’s unique formulation and the growing body of scientific evidence supporting its health benefits have positioned it as a leader in the nutrition space.
As it continues to expand, Superloaf is not just reshaping the bread aisle but is also paving the way for a broader conversation about the role of ultra-processed foods in consumer’s diets, standing ready to meet their demands with a product that not only nourishes but also promotes long-term health
News Credits: Re-engineered UPF bread Superloaf earns listings in Sainsbury’s and Morrisons
Things you may also like:
- Lidl GB Sets New Benchmark in Sustainable Beef Production
- PepsiCo’s £13 Million Investment in Coventry Factory
- Revolutionising the Seafood Packaging Market