San Francisco / CA. (hli) Hero Labs Inc., a food tech company that recently raised over USD 30M to reinvent the global bread and baked goods industry, announced the launch of its first product, a sandwich roll that looks, smells and tastes just like traditional bread – but boasts a significantly improved nutritional profile.
Led by Founder and Chief Executive Officer Cole Glass, Hero is backed by a roster of investors, including strategic venture capital firms, seven-time Super Bowl champion Tom Brady, Kevin Durant and Rich Kleiman’s Thirty Five Ventures, Diamond-selling artist The Weeknd, and multi-platinum artist Lil Baby.
Hero investor Tom Brady recently shared that Hero Bread sandwich rolls are available exclusively at «Subway» on his Instagram story. «I’m not the biggest bread guy, but there’s a new bread even I can eat,» said Tom Brady. «Now I’m pumped to get back to bread, all because of Hero. Truly unbelievable!»
Glass was born with severe food allergies related to pollen and is unable to eat nutrient-dense staples like fresh fruits, vegetables and nuts, which as he aged led him to eliminate carbs. As a bread lover allergic to most ingredients in non-traditional breads, Glass set out on a mission to create a «better bread» option. «By offering a bread that promises the same great taste as traditional bread without the negative health consequences, we’re solving a larger problem and providing consumers with a golden ticket to eat the foods they love without sacrifice,» said Glass.
Hero has partnered with «Subway» to offer Hero Bread sandwich rolls in Boise, Idaho, Colorado Springs, Colorado, Des Moines, Indiana, and Savannah, Georgia through mid-December. Hero Bread can be selected as the bread choice for all «Subway» sandwiches. Each 6-inch standard serving size has 0g sugar, 1g net carb, 100 calories, 12g protein and 26g fiber. «’Subway’ is proud to partner with Hero to offer the first bread in the quick service restaurant industry to have only 1g net carb. As we continue our ongoing transformation journey to make ‘Subway’ even better, Hero Bread is a product innovation that will help even more Subway fans to enjoy our delicious subs,» said Carrie Walsh, Chief Marketing Officer at «Subway».