Modern Baker Superloaf, 800 g

Product Information

From that moment, we [Sharp and Campbell] could not get that image out of our minds and shortly after that we made a commitment to do everything in our powers to change these foods for better, starting with bread​.” Tim Spector, Professor of Genetic Epidemiology at King’s College, London, and lead scientist of ZOE and the ZOE Covid Study, stresses the connection between the bacteria in your gut (your gut microbiome) and the functioning of your immune system.

The result of five years’ R&D, the seeded Superloaf contained “a unique blend of fibres” and “plant chemicals” said Modern Baker co-founder Leo Campbell. It was “designed to optimise your gut health”, which in turn supported immunity. This iteration of the loaf, he added, is sourdough but there will be non-sourdough options going forward as its “efficacy as a healthy product isn’t reliant on the long fermentation process”. Modern Baker takes a “health-plus” approach, Campbell noted, meaning its development is more about the ingredients added in and what benefits they offer as opposed to a “health-minus” approach of taking ingredients out. As such, Campbell explained the business had to “step out of the HFSS, traffic light and Eat Well plate structure because it doesn’t savour better nutrition”. Modern Baker develops breakthrough ‘clean label’ ingredient technologies to improve the nutritional profile of carbohydrate-based ultra-processed foods, for the common good.

In March of this year, Modern Baker partnered with Hovis and Marks & Spencer to unveil a mass produced version, Superloaf 5.0, which has recently been named a finalist of the New Bakery Product of the Year category for the upcoming Baking Industry Awards 2023. No single ingredient will support immunity on its own; it’s the interaction of a range of different ingredients that helps protect the body against disease. Here are some highlights of Superloaf’s 16 natural ingredients: Co-founders of Modern Baker, Melissa Sharp and Leo Campbell, are aiming to reframe UPFs within the public consciousness by creating healthier products that are readily available. Almost 60% of the calorie intake of people in the UK currently comes in the form of UPFs. This free-to-attend webinar​​ is one not to be missed and take places on Thursday, 28 September 2022 at 3:00 BST/4pm CET/9am CT. If you can’t make the live event, register anyway. The webinar will be made available to registrants after the broadcast date as an on-demand presentation.

Another way in which Sourhouse is encouraging American and Canadian bakers ‘to sourdough’ is by giving away free sourdough starter. The project is scaling up slowly with the goal to give away 5,000 starters by the end of 2024. 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. 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. One of the key roles of vegetables in our diet is as a source of health-boosting fibre, a key component of Superloaf. What distinguishes it from other breads, however – even the multi-seed, wholegrain ones – is that it includes a spectrum of fibres. Other loaves generally include insoluble fibre (often wheat bran) which is useful in helping to keep things moving in the gut. Among the studies examined were whether freezing could raise the health credentials of bread as well as its impact on blood glucose response, fibre levels and nutrition, and how to improve fibre levels to help combat diet-related chronic ill health and proof of a market for healthier bread.As one UK supermarket bread buyer puts it: “Our consumers have long understood calories and five-a-day. Covid has brought a new word to their lips: immunity.” It’s probably a bit cliched but I would say plan for the best, be prepared for the worst. This is something we live and breathe every day running a disruptive startup in the UPFs space. We’re a challenger brand in the truest sense. And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment? 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. 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. What is true for you might not be for someone else. The very real reaction of your body to eating a slice from a loaf might differ to that of another person eating a slice from the same loaf.​

Consumers want to healthier foods, yet they don’t necessarily want these items to taste healthier: less sugary, salty or rich. Do you think the understanding of reformulation differs between industry and consumers? As well as Superloaf, Modern Baker also produces a six-strong artisanal range which is available in Ocado, Whole Foods Market, Planet Organic, Selfridges and independent retailers. The range includes organic sourdough loaves Super Spelt and Seedy Seedy, as well as activated charcoal loaf Social Sourdough, and Double Chocolate & Hazelnut Sourdough Biscuits. Future potentialThe most surprising thing is how they’ve managed to mimic the sliced loaf that everyone loves,” he says. “Once toasted and slathered with peanut butter (my favourite spread, but each to their own) you wouldn’t tell the difference between Superloaf and your standard sliced loaf; but your microbiome certainly will. For too long bread has been seen as the villain, but the real problem is the type of bread people eat.” The clean label sliced loaf specifically targets digestive and gut health, while offering unique immune support and Omega-3 health benefits. Spector maintains that the wider the variety of plant fibre you eat, the healthier and “more diverse” the bacteria in your gut will be. He suggests eating 30 different types of fruit and vegetables per week, including nuts, seeds and herbs. We see the importance and value in Real Bread being made from a small list of ingredients and we are proud to have it as part of our Silver and Gold Food for Life Served Here Awards,”​ said Sophie Pritchard, business development manager for Food for Life.