Hero Bread produces an artisanal line of low-carb, high-nutrition baked goods using resistant wheat starch to achieve minimal to zero net carbs. Its portfolio includes croissants, cheese biscuits, rolls, buns, tortillas and seeded and white breads sold DTC and across over 4,000 retailers. The company says sales have more than doubled every year since launch and expects to easily double sales year over year. Founder Cole Glass launched the business in 2021 and early backers included athletes Tom Brady and Kevin Durant and recording artists including The Weeknd. Hero Bread has invested in product formulation and manufacturing capacity, iterating recipes (for example replacing seed oils with olive oil) and building a test kitchen and manufacturing system to support rapid growth. The company plans to expand national distribution, broaden retail doors in 2024, continue product innovation and explore other carbohydrate-rich categories. Hero Bread produces low‑carbohydrate breads that replace standard flour with proteins and plant fibers, delivering roughly 0–2 grams of carbs per serving versus more than 20 grams in traditional white bread and offering higher protein. The company’s products are positioned as direct substitutes for conventional bread with a nutrition-forward formulation. Online sales through the company website are expanding, and the firm plans a retail rollout into 32 U.S. states, including placement at Sprouts Farmers Market. Athlete sponsors Tom Brady and Kevin Durant are among the company’s backers. The business just completed new fundraising to support growth through the end of 2023, and leadership has signaled the remainder of the raise could close earlier if performance exceeds expectations.

Total raised

$36M

Funding rounds

2

Latest round

Equity

Latest activity

Jun 2024