Rethinking bread: How bakers are leading the charge to combat the obesity crisis

With the rising global focus on health, the bakery industry is being pushed to innovate with healthier alternatives. The challenge lies in creating bread that not only meets the nutritional demands but maintains the taste and texture people love, particularly for children and adolescents.

The demand for functional foods, particularly bread fortified with added nutrients or alternative ingredients, has never been higher. This is a golden opportunity for bakery manufacturers to step up and deliver better-for-you bread products.

UPFs and the obesity challenge

The need for healthier alternatives goes beyond responding to market demand; it addresses a broader public health issue. In the US, childhood obesity has reached unprecedented levels. According to the Centers for Disease Control and Prevention (CDC), approximately 1 in 5 children and adolescents are now living with obesity, a stark increase from just 6.2% in the early 1970s.

Being a common element in school lunches and household meals, bread is an ideal candidate for reformulation. Healthier versions could help reduce calorie and sugar intake while providing essential nutrients that children need for their growth and development.

Ultra-processed foods (UPFs) have also become a leading charge in the discussion around public health and bread is often cited as a key example. Many mass-produced breads fall into the UPF category thanks to the use of additives, preservatives, emulsifiers and refined ingredients to extend shelf life and improve texture.

But while convenient, these ingredients often strip bread of its natural nutritional value and contribute to poor dietary habits linked to obesity, heart disease and other health issues. The rise of UPF bread has sparked a push for cleaner, less processed alternatives, driving both consumers and bakers to seek out options made with whole grains, fewer additives and natural ingredients.

“We’re just one in many of manufacturing that is being negatively impacted by many of these regulations concerning sodium and sugar,” Rasma Zvaners, the American Bakers Association’s VP of Government Affairs told Bakery&Snacks earlier this year.

“We continue to educate the FDA on the functional role that a staple like bread plays in the baking sector and within society on the whole. That doesn't mean that changes can’t be made along the way, but it’s certainly been an ongoing issue.”

Nutrient-rich and functional ingredients

One of the most exciting developments is the incorporation of nutrient-dense ingredients.

Flours made from chickpeas, lentils or fava beans are fast gaining traction as they offer a significant protein boost while catering to consumers with gluten sensitivities or vegan preferences. Bread is also being fortified with fiber and prebiotics to promote gut health, while ingredients like inulin or psyllium align with the growing focus on digestive wellness.

Vitamin and mineral fortification is more common and companies are adding micronutrients like vitamin D, calcium and iron, particularly in regions where deficiencies in these nutrients are common. This type of fortification can also help combat malnutrition.

Traditional bakery formulations can contain significant amounts of sodium and added sugars, so bakery manufacturers like Bühler Group, for example, are innovating to develop enzyme-based technologies that reduce salt content without compromising taste. Similarly, natural sugar alternatives, such as chicory root fiber, are being used to lower sugar levels while maintaining sweetness.

Clean label

Bakers are also embracing the clean-label trend. As consumers demand greater transparency in their food, formulations that focus on natural, recognizable ingredients are becoming a cornerstone for many bakery brands.

In the US, certain ingredients traditionally used in bread production have come under scrutiny. One such example is potassium bromate, an additive used as a dough conditioner to improve texture and rise in bread. While the FDA permits its use, it’s banned in certain states, along with many other countries due to concerns over its carcinogenic properties. This has pushed many manufacturers toward safer alternatives, such as ascorbic acid or enzymes.

Focus on plant-based

Whole grains such as spelt, quinoa and amaranth offer higher fiber content and a denser nutrient profile than refined flour, making them popular choices for both artisanal and mainstream products.

There is also a resurgence in the use of ancient grains and sprouted grains, which provide bioavailable nutrients and are easier to digest.

The growing plant-based movement is also driving innovation, with bakers experimenting with vegan-friendly breads that exclude eggs, dairy or honey to appeal to the growing segment of consumers looking to avoid animal-derived ingredients. And sourdough fermentation, known for health benefits like improving digestibility and a lower glycemic index, is driving the sector.

Advances in gluten-free have significantly improved texture and taste in recent years. Brands like Rudi’s Organic Bakery and Silver Hills Bakery are at the forefront of this movement, offering gluten-free, fiber-rich and organic bread options that appeal to a wide range of health-conscious consumers.

Sustainability is another key driver. There is a growing interest in low-carbon footprint ingredients, along with upcycled ingredients, such as spent grain from brewing, to reduce food waste.

Leading innovators in healthier bread

Several companies are leading the charge in making bread healthier. The Hero Group, for example, has partnered with Subway to launch a low-carb white bread that offers the same taste as traditional bread but with significantly fewer carbs and more fiber. Puratos has developed a raft of sourdough-based ingredients that improve the nutritional content of bread while extending shelf life. Meanwhile, Bimbo Bakeries USA – the North American arm of Grupo Bimbo – has created a bread that contains the equivalent of one cup of veggies per loaf. Because it’s packed with veggies, the Sara Lee White Bread is fortified with vitamins A, D and E, bang on trend as consumers seek out more convenient nutrition options.

“We know that mealtime can be a battle with picky eaters and little ones that aren’t exactly in love with vegetables,” said Jinder Bhogal, senior brand manager for Sara Lee Bread.

“We baked up the idea for our new Sara Lee White Bread Made with Veggies with families in mind.”

EQUII, a company specializing in protein-packed yeast flour, has also made headlines with its partnership with French bakery Bridor to create high-protein bread products for the foodservice industry.

Meanwhile, Superloaf is a cutting-edge bread brand that’s redefining what healthy bread can be. Leading the charge against being branded a UPF, the gut-healthy bread – produced by UK-based Modern Baker with the backing of Hovis – is made on the same high-speed machines that run the bread industry worldwide, but it's packed with concentrated clean label ingredients, like fermented wheat and high-protein flours to deliver a loaf that’s rich in fiber and protein and also lower in carbs.

Researchers, too, are weighing in. To help bridge the fiber gap, researchers from Aberystwyth University in Wales are investigating the addition of nutritionally dense peas, oats and beans to enhance the nutritional profile of white bread flour.

“This is a very exciting opportunity to improve people’s diets, especially those who favor the look and sensory attributes of white bread,” said Dr Catherine Howarth, principal investigator from the Institute of Biological, Environmental and Rural Sciences (IBERS), a department of Aberystwyth within its Faculty of Earth and Life Sciences.

As the bakery industry continues to innovate, healthier bread formulations are not just a trend – they are a necessity in addressing global health concerns like obesity and nutrient deficiencies. By embracing functional ingredients, reducing harmful additives and incorporating sustainability into their practices, bakeries can provide consumers with better-for-you options that don’t sacrifice flavor.