SUPERLOAF reengineers carb-based Ultra Processed Foods (UPFs) using bio-active plant-based compounds and targeted fermentation. Provide you with information requested from us relating to our products or services and to provide information on other products which we feel may be of interest to you if you have consented to receive such information. Oxford supplier Modern Baker has unveiled what is claims is the world’s first ‘smart loaf’ – a hi-tech bread that supports normal immune function while providing fewer calories than traditional bread. As our first ‘Alternative-Nutrition’ product on a supermarket shelf, SUPERLOAF, is a loaf of bread, people naturally assume we’re a food company. But we’re not. We’re a nutrition business, we innovate alternative nutrition solutions for Ultra-Processed Foods.

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.”​Of the ~1B loaves of bread produced globally every day, over 70% constitute an Ultra-Processed Food, a major contributor to the global epidemic of diet-related chronic illness, an ongoing crisis that’s crippling global healthcare systems to the tune of trillions, while blighting lives and communities. There is another way. Sharp came up with the idea for SUPERLOAF while undergoing chemotherapy for breast cancer, where she noticed the amount of sugary, unhealthy food served to patients. The team at food-as-medicine startup Modern Baker have launched their latest product, SUPERLOAF, in support of their target to make a positive impact on one billion diets by 2028. What’s unique about our research is that the startpointing for SUPERLOAF was human biology at a cellular level, so we have completely sidestepped the decades-old nutrient profiling model, because it’s simply not working. Policymakers’ reliance on yesterday’s nutrient model to fix today and tomorrow’s diabesity crisis is a blindspot that should concern everyone. HFSS-orthodoxy (of which the Nutrient Profiling Model is the cornerstone), along with the classification system for UPFs are a totally unsuitable basis on which to make widespread public health decisions, as such, much of what our Alt-Nutrition can achieve for the human digestive system is way outside all the decades-old existing health claims. The other challenge has been keeping all the plates spinning during ‘stealth-mode’. How does SUPERLOAF answer an unmet need?

In light of the current pandemic, Sharp believes the need for immune-supporting staples that are accessible to all has never been greater. “Covid has been a wake-up call that immunity against disease, through what we eat, is critical,” she says. “Good diet is as necessary to good health as good hospitals.”The new bread has an artisanal look but is designed to be an everyday option. Modern Baker had “worked out processes so that we can have the best of everything” Campbell said. Plus, it was “delicious” he added. “If it wasn’t, we’d be dead in the water.” Sourdough is the beating heart of the artisan bread revolution, and US-based Sourhouse is on a mission to make sure more people can participate. Superloaf is the world’s first ‘smart loaf’, claims Modern Baker co-founder Leo Campbell. It is meant as a healthier alternative to standard wrapped bread. “Superloaf is the first real step in our mission to democratise healthy baking, for the common good,” he says. “Industrial bread is the UK’s most eaten ultra-processed food. Superloaf represents a massive step away from this.” The seeded, wrapped wholemeal bread, made by Oxford-based Modern Baker, contains a “unique” blend of fibres and plant chemicals aimed at optimising gut health and slowing the absorption of glucose in the small intestine, both of which help immunity. It is also lower in calories than other equivalent mass-produced loaves – although this was incidental rather than a primary aim, according to Modern Baker’s founder Melissa Sharp.

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. Dubbed “the healthiest loaf ever made” and geared towards supporting immune health, the NPD went on to win the Innovation category at Britain’s Best Loaf just a few months later.Our specially selected blend of fibres is another of our hidden superpowers. It's the result of many years of collaboration with leading human biology scientists and research organisations.

The launch of the Superloaf comes at a time when consumer interest in the role of immunity in diet is at an all-time high, prompting a growing number of brands to sell their products on the basis of immunity-supporting claims. If you had to name staple foods contributing to Britain’s poor diet – one of the factors blamed for this country’s high death toll from Covid-19 – there’s little doubt industrially-made sliced bread would be near the top of the list. The event was sponsored by ADM, Food Paper and Lesaffre UK and took place at British Baker HQ on 7 July 2021. The judging line-up comprised: 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).Superloaf is launching a new mass-production version of its gut healthy bread – for sale exclusively through Marks & Spencer. SUPERLOAF specifically targets digestive and gut health, and according to its creators can boost soluble fibre levels, bioavailability, glycaemic impact, shelf life and bioactive polyphenol levels. Added Campbell, “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. We want Superloaf to take a lead in food systems becoming the solution, rather than the problem.​ We already know what version 6.0 and version 7.0 will look like. There is a lot of momentum around evolving the concept now we have our first mass market Superloaf up and running,” he said. “We are looking at other routes to market for our nutritionally dense solution and that includes foodservice and in-store bakery as well as other branded options.”