News
Re-engineered UPF bread Superloaf earns listings in Sainsbury’s and Morrisons
Manufactured and distributed by Hovis under a three-year brand licensing agreement, Superloaf is now set to reach a broader audience with the added exposure of the nationwide listings.
The brand is already stocked by M&S and Ocado, but has been able to negotiate with other retailers following the conclusion of its exclusivity period with M&S, which part owns Ocado.
Developed by Oxford-based firm Modern Baker, Superloaf is made through the re-engineering of carb-based ultra-processed foods (UPFs).
Containing selected prebiotic fibres and bioactive plant compounds that have been subjected to targeted fermentation, it has been found to reduce blood glucose absorption and substantially promote gut health.
After receiving initial funding from Innovate UK Modern Baker earned a further £450k investment in September 2023, which it will use to apply its formulation of UPFs to a swathe of other food categories.
Commenting on the decision to stock Superloaf, Morrisons senior buyer Leanne Jarrett said: “It is a pioneering brand at the forefront of nutrition science, and perfectly complements Morrisons’ dedication to keeping our shelves alive with innovative products in the nutrition space.”
Unique position within UPF conversation
Reacting to the new listing, Modern Baker co-founder Melissa Sharp explained that the Superloaf brand had successfully carved out a “unique position within the UPF conversation”.
“It’s great these two cornerstones of UK grocery have joined M&S and Ocado in listing it,” Sharp said.
“Consumers are starting to demand more from their food and Superloaf’s nutrient-dense recipe heralds a completely new way forward.”
Fellow co-founder Leo Campbell added: "Superloaf has become a bit of a touchstone in the UPF debate and these new listings further cement its growing significance.
"The success of Superloaf in M&S and now these new listings has highlighted that the retailers have been picking up the consumer demand for better-for-you alternatives."
In other news, Mars is reportedly exploring the acquisition of Kellanova.
