![]() ![]() Modern Baker takes a “health-plus” approach, Campbell noted, meaning its development is more about the ingredients added in and what benefits they offer as opposed to a “health-minus” approach of taking ingredients out. “Superloaf 5.0 has been developed entirely starting with human biology at cellular level and that is the lens through which the product has been designed,” he said. Simarlarly to 2.0, the Superloaf NPD is based around optimised fibres – the benefits of which include slower glucose absorption, reduced-calorie load and optimised gut microbiome activity, Campbell said. “The fundamental difference is that the previous version involved quite a lot of artisanal production, the current one is made on high-speed machinery,” he added. This, Modern Baker co-founder Leo Campbell told British Baker, was so it’s “much more accessible in terms of flavour and texture” to consumers. Unlike Superloaf 2.0, which was unveiled in 2021 and featured ingredients such as barley flour and tapioca flour, the latest version uses standard white flour. It’s made using the Chorleywood bread process which posed a variety of technical and practical challenges to overcome. Superloaf 5.0 is co-manufactured and co-packaged by Hovis. At least three other major multiples are expected to list the loaf from September. The 400g seeded and sliced loaf (rsp £2.30) will roll into 400 of the retailer’s stores as well as Ocado from 8 April. ![]() Modern Baker has partnered with Hovis and Marks & Spencer for the launch of Superloaf 5.0 – a mass produced version of what it previously dubbed the ‘healthiest loaf ever made’. ![]()
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