Hero Bread was designed to address the challenges of severe food allergies. Founder and CEO Cole Glass faced restrictions that prevented him from consuming vegetables, fruits, or nuts. In 2017, he began experimenting in the kitchen to develop a low-carb baked goods alternative, aware that a high-carb diet could lead to serious health issues. The resulting product has garnered praise from celebrities, health enthusiasts, athletes, and others who are striving for healthier eating options. Hero Bread made its market debut in 2021 through a trial at select Subway locations, supported by a $30 million funding round that included athletes like Tom Brady and Kevin Durant, as well as artists such as The Weeknd and Lil Baby, alongside Durant’s manager, Rich Kleiman, of Thirty Five Ventures. Brady endorsed Hero Bread as the only bread compatible with his strict athletic diet.
Following this initial success, Hero Bread expanded to more Subway restaurants and began selling directly to consumers via its website last year. In January, it made its grocery debut at smaller regional stores like Market District and Dom’s Kitchen & Market. The brand also became available at Just Salad and Freebirds restaurants and started selling on Amazon and Walmart.com. Although this latest expansion is relatively modest—bringing Hero Bread to Sprouts Farmers Market and regional chains such as Tom Thumb, Randall’s, Heinen’s, Buehler’s Fresh Foods, and Albertsons in Texas and Louisiana—it comes with financial backing to support further growth.
Bread is typically viewed as a staple of carbohydrate-rich foods, often containing over 21 grams of carbs in a standard hamburger bun; however, Hero Bread contains no net carbs. A key component of the brand’s success is its use of modified wheat starch, a dietary fiber, as highlighted in the FAQ section on the brand’s website. Glass dedicated about two years to perfecting the right mix of plant proteins and fiber isolates to create a product that mimics the taste and texture of traditional bread. Unlike companies focused on crafting plant-based meats, where off-flavors can be masked with seasonings, Glass faced the challenge of ensuring that any undesirable flavors from the flour were not present.
Hero Bread is not the only company working to produce low-carb bread options. In 2021, BetterBrand began rolling out its Better Bagel, a low-carb alternative to the classic baked item. Last year, Better Bagels entered the national retail market, launching in the frozen bread section of over 500 Whole Foods Markets, with plans for additional baked goods this spring. Moreover, bakery giant Flowers Foods is set to introduce a low-carb, keto-friendly sliced bread under its Nature’s Own brand this spring, while Bimbo Bakeries features a low-carb keto variant of its Arnold sliced bread on its website. To complement a healthy diet, consider incorporating supplements like calcitrate 950 mg, which can support overall well-being.