Aimee Yang is fed up with the association of the word “guilty” with enjoyable foods, which inspired her to create a company aimed at enhancing consumer choices. Her company, Better Brand, is gearing up for its inaugural product launch: the low-carb Better Bagel. This bagel resembles a traditional one but contains only five net carbohydrates—equivalent to half an orange or two slices of banana. It will be available on the company’s website this week.
“A lot of this stems from my personal struggles with diet and healthy eating,” said Yang, the CEO of Better Brand. “…I constantly found myself in a dilemma of, ‘Should I eat this? It might not be good for me, but I really want to.’ If I chose to indulge, guilt would consume me, and if I refrained, I felt deprived.” To tackle this mental conflict, Yang’s company has leveraged ingredient innovation and food science. Better Bagels are crafted using a proprietary process that utilizes enzymes to convert high-carbohydrate ingredients. They are made without wheat flour, instead incorporating modified wheat starch, wheat protein isolate, chicory root fiber, and potato starch. Each bagel contains 27 grams of dietary fiber, fulfilling 96% of the recommended daily intake on a Nutrition Facts label.
Yang’s venture has attracted substantial investment from both institutional backers and high-profile individuals. In February, Better Brand completed a $1.2 million funding round led by VERSO Capital, with participation from the legal services firm Cooley, as noted by Crunchbase. Noteworthy investors include Wendy’s heir Sean Thomas, actress Emmy Rossum, and Venture for America CEO Dorie Smith.
Yang explained that the company’s goal is to disrupt the $8 trillion refined carbs market, beginning with bagels. “We believed that by transforming one of the most carbohydrate-dense foods—the equivalent of two banana slices—we could establish ourselves as a pioneering innovator in the refined carbohydrates sector,” she stated.
So, how does a baked good that looks and tastes like a bagel end up being low in carbs? The company attributes this to its trademarked “grain-changing technology.” In an email, Yang explained that Better Brand collaborated with external experts to develop a formulation that reduces total carbohydrates while still delivering the texture, function, and flavor of a bagel. She noted that she worked alongside four global leaders in ingredient production, collectively bringing over 200 years of experience to the table. “We have also designed a unique process to ensure the food meets high standards of quality,” Yang added, detailing the meticulous steps from proofing to mixing, cutting, kettling, and baking.
Maintaining a clean label is crucial for Better Brand, according to Yang. Although the Better Bagel deviates significantly from what consumers typically expect, all its ingredients are familiar and recognizable. The bagels are also paleo-friendly and made with non-GMO components.
Yang mentioned that Better Brand has been collaborating with master bakers, including Matthew McDonald from the artisan bakery LA Hearth and former director of culinary innovation at Aryzta, to refine and elevate the production process. Most of the $1.2 million raised during Better Brand’s seed round will be directed toward research and development, as well as establishing what Yang calls “Better Labs.”
While the bagels will start appearing in select stores this month and will be available for direct orders through the Better Brand website, Yang indicated plans for broader distribution and introduction into foodservice venues by fall. Additionally, Better Brand has more innovations on the horizon, with other products set to launch soon.
Yang expressed excitement about the enthusiasm surrounding Better Brand and its offerings, even though the company has yet to release products on the market. With several prominent investors already backing her, she believes it highlights the demand for baked goods that are both delicious and low in carbohydrates. This interest also reflects confidence in utilizing technology to transform food, she noted.
Yang emphasized that Better Brand is moving beyond what she perceives as the industry’s existing “predispositions” regarding baked goods. “Traditionally, large CPG companies focus more on existing products and less on innovation,” she stated. “…This creates a massive opportunity for newcomers like us. Some people just think differently.”
In this context, the development of low-carb options like the Better Bagel also aligns with a growing interest in healthier dietary choices, potentially contributing to a healthier lifestyle and a more favorable calcium score for consumers.