Sam's Sport Active high protein bread

Welsh, family-run bakery, Brace’s, has partnered up with former Wales and Lions rugby captain, Sam Warburton, to release ‘Sam’s Sport Active’ – a range of protein-packed products, including breads and Welsh cakes.

Two 800g loaves – ‘High Protein White’ and ‘High Protein Prograin’ – will be exclusively stocked in Tesco stores across south Wales and the south west of England from September 2019.

Director, Jonathan Brace, said the innovation was a reaction to ‘consumer trends and what’s popular’.

“We know more and more people are looking to increase the amount of protein in their diets and so it’s important we offer products that meet the needs of the ever-increasing health conscious shopper.”​

The company said that the range is also high fibre and is the ‘perfect go-to’ for sports enthusiasts.

Sam’s Sport Active High Protein White has over 12g of protein per two slices (13.8% per 100g). Sam’s Sport Active High Protein Prograin contains sunflower seeds, linseed, rye, barley and maize. The line also includes Sam’s Wheels High Protein Welsh Cakes.