Superloaf is the first ‘alt-carb’ staple food from food-as-medicine startup Oxford Food Tech, formed with a mission to make a positive impact on one billion diets by 2028.
With 'diabestity' joining climate change as one of humanity’s greatest challenges, the arrival of the loaf opens a brand new approach to the chronic nutrition problem across the globe – increasingly linked to the explosion of ultra-processed foods (UPFs), which now represent over 50% of the UK’s calorie intake.
The NPD is the result of six years of government-backed scientific research and offers hope for a new era in nutrition and health via carb-based processed staple foods.
The vision came following a cofounder’s epiphany in a chemo ward, so uniquely, it takes cellular-level human biology as its starting point.
Melissa Sharp was diagnosed with aggressive breast cancer at 36 years-of-age.
“Our vision to take on the western world’s staple food and turn it into what we call an ‘NHS-positive food’ started in a chemo-ward. 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. I was just learning the connection between sugar and cancer, and seeing a trolley stacked with chocolate bars, fizzy drinks and snacks forever changed my world in an instant.”
Sharp and cofounder Leo Campbell then founded Modern Baker, which produces Superloaf, and later, Oxford Food Tech for its science and IP.
“A big breakthrough was funding from the UK government agency Innovate UK, allowing us to work with leading scientists and academics. Five successive grants and 6-years of R&D later, Superloaf was born.”
The clean label sliced loaf specifically targets digestive and gut health, while offering unique immune support and Omega-3 health benefits.
It demonstrates that carb-based UPFs can be re-engineered to become a vehicle for positive nutrition – combining the economic and format advantages of being made at scale, while being packed with better nutrition, principally via selected prebiotic plant fibres and bioactive plant compounds.
Superloaf’s unique ingredient formulation is further optimised by targeted fermentation to amplify a host of nutritional benefits including soluble fibre levels, bioavailability, glycaemic impact, shelf-life and bioactive polyphenol levels.
Furthermore, it has been adapted for mass production, resulting in a nutrient-dense loaf which is accessible in terms of both price and sensory factors – in particular, loaf volume and crumb softness – so it resembles the 8m sliced and wrapped loaves bought daily by bread-loving Brits, but with greater depth of flavour.
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.
“The demand for nutrition innovation among the major food retailers has been pretty much universal, much greater than we expected … given that a rapidly growing number of UK consumers actively want nutrition in bread to improve.”
The company forged a partnership with M&S in 2022 following media coverage of the beta-version of Superloaf.
“We are proud to have been key to the development of Superloaf and to now offer this innovative new product developed specifically to support gut health. We are sure our customers are going to love it,” said Alexander Vasis, senior bakery buyer at M&S.
The 400g sliced Superloaf is available in 400 M&S stores, as well as through Ocado, for an RRP of £2.30.
Kellogg's has launched two new Pringles flavours inspired straight from Mexico as a channel exclusive for 7-Eleven in the US.
Pringles Las Meras Meras Habaneras ups the ante with a bold smack of roasted habanero chili peppers, lime and salt, while Pringles Enchilada Adobada is a tongue-tingler of adobo, hot chili peppers, lime and salt.
“We are excited to give Pringles fans in the U.S. a chance to try these flavours, which are proven performers in Mexico,” said Melissa Esshaki, senior manager, Commercial Strategy - Small Format, Kellogg Company.
“Our goal is to bring the authentic flavours of Mexico to our customers, and we believe these new Pringles varieties will deliver on that promise.”
The snacks are rolling out on US supermarket shelves and will be on promotion for 2 cans for $6 between 24 May and 27 June.
In anticipation of Marvel Studios’ release on 5 May, several of Big G’s mascots and products are getting a makeover inspired by the beloved band of Guardian misfits.
“Marvel Studios' ‘Guardians of the Galaxy Vol. 3’ and General Mills have a lot in common, from our passionate fans to our iconic characters – some could say this collaboration was written in the stars,” said Adriana Hernández-Fernández, associate manager, Morning Foods Cultural Portfolio Events for General Mills.
“We are thrilled to announce a collection made specifically for our superfans to celebrate the new film.”
For a limited time, General Mills’ cereal mascots – like Lucky the Leprechaun and Trix Rabbit – will take a cue from the film with matching Guardian attire. Boxes of Cinnamon Toast Crunch, Honey Nut Cheerios, Lucky Charms, Reese’s Puffs, Trix and Cookie Crisp will feature the new design.
GM is also launching limited edition cereal kits, featuring all six of the cereal boxes and a Guardians of the Galaxy Vol. 3 six-pin set. The Walmart online-exclusive kits are available for an RRP of $59.98.
Groot – everyone’s favourite tree-like alien – is getting his own specially themed snack, Groot-Gurt, in Berry, Cotton Candy, Mixed Berry, Strawberry and Strawberry Banana flavours.
Snack time has never been more epic with the release of “Guardians of the Galaxy Vol. 3” themed cereal bars. Flavours with specially designed packaging include Cinnamon Toast Crunch and Lucky Charms.
This marks GM’s latest collaboration with Marvel and Marvel Studios since the launch of the limited edition Cinnamon Toast Crunch Spider-Man boxes in 2022 and Loki Charms in 2021.
In Guardians of the Galaxy Vol. 3, the band of misfits are settling into life on Knowhere. But it isn’t long before their lives are upended by the echoes of Rocket’s turbulent past.
Peter Quill, still reeling from the loss of Gamora, must rally his team around him on a dangerous mission to save Rocket’s life – a mission that, if not completed successfully, could quite possibly lead to the end of the Guardians as we know them.
The film stars Chris Pratt, Zoe Saldana, Dave Bautista, Karen Gillan, Pom Klementieff, featuring Vin Diesel as Groot and Bradley Cooper as Rocket, Sean Gunn, Chukwudi Iwuji, Will Poulter and Maria Bakalova.
It’s time to celebrate because Entenmann's - a Bimbo Bakeries USA brand - Little Bites Snacks is returning with Chocolate Party Cake Muffins.
Back by popular demand – but for a limited time only – the muffins contain no high fructose corn syrup or trans-fat, giving kids the taste they love and parents a snack choice they can feel good about. Packed in pre-portioned pouches, the muffins punch in at only 180 calories per pouch.
Baked moist and soft and made with colourful rainbow sprinkles and real cocoa, these tasty snacks are a great way to celebrate spring.
“At Little Bites, we are committed to bringing families seasonal snacking innovations that will make each little moment, whether it be kids learning to tie their shoes or being tall enough to reach the top shelf, feel really big,” said Moira Flood, marketing director for Little Bites Snacks.
“We can't wait to hear how Little Bites Chocolate Party Cake Muffins help our fans create celebrations any time of day.”
Little Bites Chocolate Party Cake Muffins are rolling out in most retailers across the US.
Getting into the spring for summer, Late July is rolling out a limited edition Late July Green Goddess Tortilla Chips, inspired by the fresh flavours of the warmer months ahead.
The chips capture the essence of summer – fresh basil, savoury garlic, rich parmesan and a bright splash of lemon – on a single tortilla chip for a one-of-a-kind snacking experience.
The flavour will appeal to fans of Green Goddess Dressing, which amassed over 246 million views on TikTok last year.
Late July Green Goddess Tortilla Chips are available in retail across the US for an RRP of $5.79 per 7.8oz bag, while supplies last.
The UK free from brand is turning up the temperature with the launch of its sizzling new flavour, Flamin' Hot Wots'inits.
The Flamin' Hot Wots'inits were developed specifically for the grand finale of Channel 4’s Aldi’s Next Big Thing – which the London-based startup went on to win. In a bit of a plot twist, they have now been snapped up by another UK retail giant, and are now rolling out in Morrisons for an RRP of £1.90 for an 80g share bag
“We know our fans were eagerly anticipating the Wots'inits launch since first appearing in the Aldi TV show,” said founder Rob Brice.
“And we are super pleased to now be able to bring them to the market; a cheeky rival to another Flamin’ Hot crisp snack some may say.
“Morrisons shoppers are in for a treat, as they get to be the first to experience the fiery goodness of Flamin' Hot Wots’inits. And watch this space as they will be hitting up more shelves soon.”.
Packed with the signature fiery kick, the Flamin' Hot Wots'inits are guaranteed to get the tastebuds dancing. And like Crave’s other crisps – Smokey Flavoured Streakers and Pickled Onion Monster Feet – they are vegan and free from gluten, lactose and milk.
An artisanal seeded loaf is the latest arrival to SRSLY Low Carb’s burgeoning portfolio of goods that already includes a sliced white loaf, rolls, fruit loaf, seeded rolls, ready-to-eat pizza bases, not cross buns and wraps.
Each plump (320g) seeded loaf comes in with a fraction of the carbs – just 5.9g of net carbs per 100g – generated by everyday breads (45/55g of carbs per 100g), garnering a glowing Sugarwise endorsement for the producer.
The brand was born when keto enthusiast Andy Welch discovered it was difficult to stick to his low carb diet while indulging in his appreciation of amazing bread. Unable to find anything to curb those niggling cravings for buttery toasted doorsteps, SRSLY set about creating the last word in low carb artisanal loaves. Having spent the past two years establishing SRSLY as Amazon’s leading provider of high protein/low carb bread, the keto-centric bread provider is now raising funds to take the major multiples and foodservice by storm.
Just Desserts Yorkshire have introduced two new milk cake traybakes to its growing range of desserts.
Also known as Tres Leches Cake, the milk cakes have been handcrafted using the traditional method of soaking milk into the sponge base before topping and decoration is added and come in response to customer demand.
The Rose & Pistachio Milk Cake is a light and fluffy vanilla sponge soaked in dessert milk, delicately hand finished with a luxurious cream, nibbed pistachios and rose petals.
The Lotus Milk Cake and Rose & Pistachio Milk Cake comes in response to customer demands and is now available throughout UK retail, hospitality and food service outlets.
The second offering – the Lotus Milk Cake Tray – is a light and fluffy sponge made with original Lotus Biscoff spread, soaked with dessert milk and hand-finished with a sweet lotus cream, crushed biscuits and a fine drizzle of caramelised spread.
The Lotus Milk Cake and Rose & Pistachio Milk Cake are available throughout UK retail, hospitality and food service outlets.
The supplier of flapjacks, cookies and muffins to the UK retail industry has developed a new flapjack range that meets all the UK’s HFSS (high in fat, salt and sugar) guidelines, including all the ‘till point’ location benefits that brings.
Sadly, many indulgent products have been affected by this legislation, in terms of their in-store location and marketing communications.
Food Connections has embraced the regulations with a flapjack range that contains lower levels of fat, saturated fat and sugar. The slow release, oat flapjacks are handmade from scratch and come in six variants: Chocolate Chip; Strawberry Jam; Sultana & Cherry; Bakewell: Chocolate Caramel; and Oaty. Each one formulated to ensure max flavour and mouthfeel, while delivering a guilt-free experience.
“Embracing HFSS legislation with our flapjack range will undoubtedly help the brand, and our retail partners in terms of locations where they can display the product,” said Gary Mason, commercial director, Food Connections.
“We’re sure it will enhance the relationship with our current customers, but also give non-users of the product, an incentive to try out our delicious flapjacks. There’s certainly something in this flapjack range from which everyone can benefit.”
The 80g flapjack bars are rolling out in major retailers across the UK.
The UK celebration cake maker – known for its allergen-safe vegan and gluten-free cakes – has launched a vegan Confetti Traybake especially for Allergy Awareness Week (24-30 April).
Two million Brits are now cited as living with some form of food allergy, while a growing 2% of them are practising vegans, meaning providing one celebration cake for everyone to share can be a minefield.
Just Love’s vanilla-flavoured traybake contains no nuts, milk or egg, as well as no artificial colours or flavourings.
It’s covered in multi coloured sugar pieces, is hand-finished with piped frosting and serves nine.
Made in a nut-, peanut- and milk-free factory, the company – which was founded in 2010 by a father of three children diagnosed with life-threatening nut allergies – is registered with The Vegan Society.
Spotting a gap in the market for allergen-free cakes, Just Love is now available nationally and is seeing rising consumer demand in line with the increase in allergies, dietary needs and choices.
The traybake is available in Tesco and Asda nationwide for an RRP of £6.
