Hero Labs introduces sliced ​​bread

SAN FRANCISCO — After an exclusive introduction of the company’s wraps at select Subway restaurants in a high-profile launch, Hero Bread is launching its own branded products nationwide direct to consumers. Wheat products are baked without conventional flour.

In late March, Hero Labs, Inc. announced that it was introducing Hero Sliced ​​Bread and Hero Kaiser Rolls. The products contain between zero and one net gram of carbs, no sugar, and “significantly improved nutrient profiles compared to top sellers in each category.”

The exact timing and details of the rollout were not disclosed, but in a promotional video on the company’s website, Cole Glass, founder and chief executive of San Francisco-based Hero Labs, described an almost unlimited for flour-replacement ingredient applications.

“People ask me all the time what is Hero?” he said. “Well, you can kind of think of Hero like you think of Beyond Meat and Impossible in plant-based meat. The hero is that, but for flour foods. Imagine everything you do with flour. Hamburger buns, tortillas, pizza crust, muffins, the list goes on and on. We take all of these products and recreate them to look, taste, smell and feel exactly like what you are used to. I mean we’re talking about the toasty notes of the bread, the buttery puffiness of the 27 layers of the croissant. We do all of this using protein and fiber to replace traditional flour, which means we eliminate most if not all of the net carbs and sugar.

The direct-to-consumer launch followed the introduction to Subway restaurants in October of sandwiches made on sandwich rolls produced by Hero Labs. Unveiled to much fanfare, the bread has been featured in advertisements with appearances from sports stars Tom Brady, Stephen Curry, Serena Williams and Megan Rapinoe. Hero Bread sandwiches were offered in a number of test markets – Colorado Springs, Colorado; Savannah, Georgia; Boise, Idaho; and Des Moines, Iowa. No nationwide rollout has yet been announced.

Subway bread contains just 1 gram of net carbs per 6-inch sub-roll, making it the first quick-service restaurant chain to offer a 1 net carb bread option, according to Subway. The bread also has 12 grams of protein, 26 grams of fiber, 100 calories, and no sugar. By comparison, most other bread offerings at Subway contain between 24 and 49 carbs per serving.

Subway bread is made with water, modified wheat starch, wheat protein, ground flax seeds, canola oil, apple cider vinegar, salt, bean protein, guar gum and enzymes. The bread is not gluten free.