Hero Bread

About Hero Bread

Hero Bread is a food innovation company focused on the baked goods sector, producing low-carbohydrate alternatives to traditional bread products. The company was founded by Cole Glass, whose personal journey with severe food allergies to fruits, vegetables, and nuts restricted his diet and led him to seek a solution to enjoy bread without adverse health consequences. After years of personal experimentation, starting in 2017, Glass developed a flour alternative that met his dietary needs, forming the basis of the company's products. The company, initially Hero Labs, was founded in 2019 and officially launched in 2021.

The company's business model is omnichannel, combining direct-to-consumer (DTC) online sales with a growing retail presence. Revenue is generated from the sale of its products through its website, where it maintains a strong repeat purchase rate, and through partnerships with grocery stores and restaurant chains. Hero Bread first entered the market through a partnership with select Subway restaurants and has since expanded its retail footprint to thousands of stores, including major chains like Publix, Sprouts Farmers Market, and Albertsons. The company's strategy involves building brand awareness and loyalty through both its DTC channel, which allows for direct engagement with its most loyal customers, and by expanding its SKUs and promotions within its retail partner locations.

Hero Bread's product line includes sliced breads, buns, tortillas, and croissants, all formulated to be low in net carbs and sugar while being high in protein and fiber. For instance, a slice of their Classic White Bread contains 0g net carbs, 0g sugar, 45 calories, 5g of protein, and 11g of fiber. The core of their formulation is a proprietary blend of ingredients like resistant wheat starch, wheat protein, fava bean protein, and milled flaxseed, which replaces traditional flour. This composition allows the products to mimic the taste and texture of conventional bread, appealing not only to those on ketogenic diets but also to a broader base of health-conscious consumers. The company has demonstrated a commitment to product iteration, such as reformulating products to use heart-healthy olive oil.