Hero Bread was developed as a response to severe food allergies. The founder and CEO, Cole Glass, had a restriction against consuming vegetables, fruits, or nuts. In 2017, he began experimenting in the kitchen to create a low-carb alternative that would allow him to enjoy baked goods, understanding that a high-carbohydrate diet could lead to serious health issues. The final product has received acclaim from celebrities, health enthusiasts, athletes, and others aiming to eat healthier options. Hero Bread made its market debut in 2021 through a trial at select Subway locations, supported by a $30 million funding round that featured notable figures such as athletes Tom Brady and Kevin Durant, artists The Weeknd and Lil Baby, and Thirty Five Ventures, managed by Durant’s representative Rich Kleiman. Brady praised Hero Bread, stating it was the only bread he could include in his strict athletic diet.
Since then, Hero Bread has expanded to more Subway locations and began selling directly to consumers through its website last year. It made its grocery store debut in January, appearing in smaller regional markets such as Market District and Dom’s Kitchen & Market. The brand has also become a menu option at Just Salad and Freebirds restaurants, and it started selling on platforms like Amazon and Walmart.com. Although this latest expansion is modest, introducing the brand to Sprouts Farmers Market and regional chains like Tom Thumb, Randalls, Heinen’s, Buehler’s Fresh Foods, and Albertsons in Texas and Louisiana, it comes with additional funding to support the brand’s growth.
Bread is often regarded as a staple in carbohydrate-rich foods, with the average hamburger bun containing over 21 grams of carbs. In contrast, Hero Bread boasts zero net carbs. A key component of the brand’s success lies in its use of modified wheat starch, a dietary fiber, as detailed in the FAQ section on the brand’s website. Glass dedicated about two years to perfecting the right combination of plant proteins and fiber isolates to create a product that mimics the texture and taste of real bread. Unlike companies trying to formulate the ideal protein blend for plant-based meat, Glass faced the challenge of ensuring that any off flavors in the flour could not be masked by flavorings, making his task more complex.
Hero Bread isn’t the only startup focused on low-carb bread products. In 2021, BetterBrand began the gradual rollout of its Better Bagel, a less carb-dense version of the traditional baked good. Last year, Better Bagels entered the national retail market, launching in the frozen bread section of over 500 Whole Foods Markets, with plans to introduce more baked goods this spring. Bakery giant Flowers Foods is set to release a low-carb, keto-friendly sliced bread under its Nature’s Own brand this spring, while Bimbo Bakeries offers a low-carb keto option of its Arnold sliced bread on its website.
As consumers become increasingly health-conscious, the demand for low-carb options is growing. Interestingly, the trend of incorporating calcium citrate in bottled water is also gaining traction as people look for healthier beverage choices. This shift aligns with the overall movement towards nutritious, low-carb products, including innovative offerings like Hero Bread.