Oxford-based Trendy Baker, the food-as-medicine startup behind SUPERLOAF, has raised €2.8 million in Sequence A funding to reframe the narrative round ultra-processed meals (UPF) as a wholesome innovation – delivered by means of nutrient density, with out sacrificing style or comfort.
The spherical was led by influence investor community Adjuvo.
Co-founder Melissa Sharp, whose expertise in a chemo ward led to their six-year mission of rethinking meals’s function in sickness, mentioned: “That is about fixing UPFs, not preventing them. The true enemy isn’t processing or components – it’s nutrient poverty. We’re proving UPFs might be actively wholesome, if accomplished proper.”
Based in 2017, Trendy Baker goals to redefine ultra-processed meals as a drive for preventive well being. Based by Leo Campbell and Melissa Sharp, the corporate has secured seven UK authorities grants and labored with college labs to develop its nutrient-density platform and IP.
SUPERLOAF – Trendy Baker’s proof-of-concept product, made by Hovis – is now stocked in main UK retailers similar to M&S, Sainsbury’s and Ocado. It reportedly brings “radical blood glucose and intestine well being advantages” to on a regular basis bread, and validates the broader potential to remodel different staples whereas shifting inhabitants well being at scale.
“Adjuvo’s backing brings not solely capital, but additionally a strategic community with deep affect throughout retail, meals, and shopper tech sectors,” mentioned Co-founder Leo Campbell. “The concept of a ‘wholesome UPF’ might sound audacious – but it surely’s the one credible answer to the trillion-pound price of poor weight loss plan. And we now have residing proof in SUPERLOAF and its lab-validated knowledge. That is transformative – for public well being, and for UK PLC as a brand new world hub of well being innovation.”
Adjuvo CEO Mark Foster-Brown added: “Trendy Baker exemplifies the type of purposeful, IP-rich innovation we again – formidable, disruptive, and grounded in actual science. Their capability to reframe a world well being problem by means of meals tech is as inspiring as it’s investable.”
Trendy Baker explains that they don’t function like a standard meals firm. Its capital-light, SaaS-style mannequin lets producers improve on a regular basis manufacturers – and break them out of the unhealthy meals narrative.
“Our mannequin is to work with the meals business, not towards it,” mentioned Campbell. “Whereas others assault UPFs from the skin, we’re constructing the repair from inside – staying lean and agile, whereas our companions scale globally.”
Hovis is the primary licensee, with the broader pipeline focusing on biscuits, candy bakery, breakfast cereals, prepared meals and drinks – all ultra-processed classes presently underneath scrutiny.
“With world meals gamers and public well being our bodies now speaking to us, the Sequence A will speed up our business rollout and deepen the scientific case. However that is larger than one product or firm. The UK authorities is actively searching for progressive options for inhabitants well being – alongside innovation-led financial progress. Nutrient density delivers each. It’s a scalable repair for the meals system – and a critical alternative for UK PLC,” added Campbell.
