A ‘food-as-medicine’ SUPERLOAF has launched with M&S following six years of UK government-backed R&D. Oxford Food Tech, the parent company of Modern Baker which produces SUPERLOAF, is aiming to transform the global food system by creating better ways to make the most commonly eaten foods systemically healthier.
According to the company, SUPERLOAF demonstrates that carb-based UPFs can be re-engineered to become a vehicle for positive nutrition - combining the economic and format advantages of being made at scale, while being packed with better nutrition, principally via selected prebiotic plant fibres and bioactive plant compounds.
SUPERLOAF’s unique ingredient formulation is further optimised by targeted fermentation to amplify a host of nutritional benefits including soluble fibre levels, bioavailability, glycaemic impact, shelf-life and bioactive polyphenol levels.
Furthermore, SUPERLOAF has been adapted for mass production, resulting in a nutrient-dense loaf which is accessible in terms of both price and sensory factors - in particular loaf volume and crumb softness - so it resembles the 8m sliced and wrapped loaves bought daily by bread-loving Brits, but with greater depth of flavour.
Co-founder, Melissa Sharp, explained the idea for SUPERLOAF came about in when aged 36 she was diagnosed with breast cancer: “Our vision to take on the western world’s staple food and turn it into what we call an ‘NHS-positive food’ started in a chemo-ward. During one of my chemo sessions, a refreshments trolley was wheeled in. It looked like something out of a 1960s Carry On film, except what was on it wasn’t remotely funny. I was just learning the connection between sugar and cancer, and seeing a trolley stacked with chocolate bars, fizzy drinks and snacks forever changed my world in an instant. Shortly after that we made a commitment to do everything in our powers to change these foods for the better, starting with bread. We then founded Modern Baker, which produces SUPERLOAF, and later, Oxford Food Tech for all our science and IP.
“A big breakthrough was funding from the UK government agency Innovate UK, allowing us to work with leading scientists and academics. Five successive grants and 6-years of R&D later, SUPERLOAF was born. In the latter stages, the support of M&S was invaluable.”
400g sliced SUPERLOAF will sell for £2.30 in 400 M&S stores and Ocado from April 11th