Hero Bread

Hero Bread is an American food brand producing baked goods designed to provide substantially reduced net carbohydrates compared with conventional equivalents. The brand is produced by Hero Labs, a company founded in 2019 by Cole Glass. Glass's interest in the category was connected to his experience growing up with multiple food allergies. According to the brand's published history, those dietary challenges led him to rely heavily on bread and other baked goods alongside supplements, and encouraged him to investigate recipes that could satisfy both nutritional and dietary requirements. Glass began developing recipes in 2017, spending approximately two years experimenting with combinations of plant-based proteins and dietary fibers to replace much of the flour used in traditional baked goods. The resulting products use olive oil and these protein-and-fiber ingredients as part of their formulation. Hero Bread's proposition is therefore centered on familiar bakery formats with a lower net-carbohydrate profile, rather than on selling bread solely as a conventional staple. The products have been associated particularly with consumers following ketogenic or other reduced-carbohydrate eating patterns. Hero Labs's first investor was Great Point Ventures. The company subsequently attracted additional backing from investors connected with businesses including Beyond Meat. In 2023, Hero Bread raised a reported $15 million Series B round from Cleveland Avenue, DNS Capital, Union Grove Venture Partners, and the D'Amelio Family Fund through 444 Capital. The round brought reported cumulative funding to $47.5 million at that time. Other reported backers and supporters included Tom Brady, Kevin Durant, Rich Kleiman, The Weeknd, and Lil Baby. These investments and celebrity associations helped give the brand visibility beyond the specialist low-carbohydrate food market. The company also pursued foodservice distribution. In 2021, it partnered with Subway on a lower-calorie version of the chain's Artisan Italian Bread. The six-inch version was described as containing one gram of net carbohydrates, zero grams of sugar, twelve grams of protein, and twenty-six grams of fiber. The Subway relationship was reportedly paused in 2023 while the company concentrated on retail and direct-to-consumer online sales. Hero Bread products were also introduced at Just Salad and Freebirds World Burrito, with an additional restaurant partnership with Crisp & Green reported in 2024. Hero Bread's portfolio includes white and seeded breads, hamburger and hot dog buns, tortillas, croissants, buttermilk and cheddar biscuits, Hawaiian rolls, scones, bagels, and two varieties of noodles. By 2025, the products were reported to be distributed through approximately 7,000 stores, including Walmart, Whole Foods Market, Safeway, Sprouts, and Albertsons. The brand's retail positioning combines everyday bakery use cases with nutritional claims intended to appeal to consumers seeking lower net carbohydrates, higher fiber, or added protein. In 2026, Hero Bread was reported as becoming the jersey sponsor of the Phoenix Mercury, extending the brand's marketing presence into professional sports.

Hero Bread developed from Cole Glass's efforts to create bakery products compatible with his own dietary needs. Glass grew up with multiple food allergies and became interested in alternatives that could provide the role of bread and other baked goods without relying on conventional formulations. In 2017, he began experimenting with recipes intended to address both allergy-related constraints and nutritional requirements. The development process lasted approximately two years. The resulting formulation used olive oil together with plant-based proteins and fibers to replace flour found in traditional baked goods. This work led Glass to establish Hero Labs in 2019, the company behind Hero Bread. The brand's early proposition focused on familiar bakery products with lower net carbohydrates, while also emphasizing fiber and protein. Its products became particularly relevant to consumers following ketogenic or other reduced-carbohydrate diets. Great Point Ventures was reported as Hero Labs's first investor. The company later attracted further investment from parties associated with businesses such as Beyond Meat. Growth capital and celebrity participation increased the brand's visibility, including backing or support reported from Tom Brady, Kevin Durant, Rich Kleiman, The Weeknd, and Lil Baby. A major early expansion step came in 2021, when Hero Bread began working with Subway. The partnership produced a version of Subway's Artisan Italian Bread positioned as a lower-calorie alternative. The six-inch product was reported to contain one gram of net carbohydrates, no sugar, twelve grams of protein, and twenty-six grams of fiber. The Subway relationship was reportedly paused in 2023 as Hero Bread redirected attention toward supermarket retail and direct online sales. Hero Bread also expanded into other foodservice channels. Its products became available at Just Salad and Freebirds World Burrito, followed by a reported partnership with Crisp & Green in 2024. In the same year as the Subway pause, Hero Bread raised a reported $15 million Series B investment from Cleveland Avenue, DNS Capital, Union Grove Venture Partners, and the D'Amelio Family Fund through 444 Capital. The financing was reported to bring total funding to $47.5 million at that point. The brand's range broadened beyond sliced bread to include white and seeded loaves, hamburger and hot dog buns, tortillas, croissants, buttermilk and cheddar biscuits, Hawaiian rolls, scones, bagels, and two kinds of noodles. By 2025, distribution was reported to cover about 7,000 stores, including major retailers such as Walmart, Whole Foods Market, Safeway, Sprouts, and Albertsons. In 2026, the brand was reported to become a jersey sponsor of the Phoenix Mercury, marking a further move into sports marketing.

• 2026

  Phoenix Mercury jersey sponsorship

  [1]Hero Breaden.wikipedia.org

  Hero Bread was reported to become a jersey sponsor of the Phoenix Mercury.

• 2025

  Reported distribution reaches approximately 7,000 stores

  [1]Hero Breaden.wikipedia.org

  The brand was reported to be distributed through approximately 7,000 stores, including Walmart, Whole Foods Market, Safeway, Sprouts, and Albertsons.

• 2024

  Crisp & Green partnership

  [1]Hero Breaden.wikipedia.org

  Hero Bread expanded its reported restaurant presence through a partnership with Crisp & Green.

• 2023

  Series B financing

  [1]Hero Breaden.wikipedia.org

  Hero Bread raised a reported $15 million Series B round, bringing reported cumulative funding to $47.5 million.

• 2023

  Retail and direct-to-consumer focus

  [1]Hero Breaden.wikipedia.org

  The company reportedly paused its Subway relationship to focus on retail distribution and online direct-to-consumer sales.

• 2021

  Subway partnership begins

  [1]Hero Breaden.wikipedia.org

  Hero Bread began a partnership with Subway to offer a lower-calorie version of the chain's Artisan Italian Bread.

• 2019

  Hero Labs is founded

  [1]Hero Breaden.wikipedia.org

  Glass founded Hero Labs, the company producing Hero Bread's low-net-carbohydrate baked goods.

• 2017

  Recipe development begins

  [1]Hero Breaden.wikipedia.org

  Cole Glass began developing baked-goods recipes intended to address his food-allergy experience and nutritional requirements.

A better-for-you bakery brand offering familiar bread and baked-good formats with reduced net carbohydrates, plant-based protein, and fiber, aimed especially at keto and lower-carbohydrate consumers.

• Bread

  Sliced breads

  Hero Bread's sliced-bread range includes white and seeded varieties. These products are designed as everyday substitutes for conventional sandwich bread while using the brand's olive-oil, plant-protein, and fiber-oriented formulation. Their principal consumer proposition is reduced net carbohydrate content, with additional appeal for shoppers seeking bread products associated with higher fiber or protein.

• Bakery products

  Buns

  The brand produces hamburger buns and hot dog buns for familiar meal occasions. Like its sliced breads, the buns are positioned as lower-net-carbohydrate alternatives to standard bakery versions. They extend Hero Bread's formulation and nutritional positioning into grilling, fast-casual, and home-meal applications.

• Flatbreads

  Tortillas

  Hero Bread tortillas broaden the brand beyond loaf bread into wraps and other flatbread-based meals. They are part of the company's low-net-carbohydrate portfolio and are intended for consumers who want a reduced-carbohydrate format for sandwiches, wraps, and similar meals.

• Baked goods

  Pastries and biscuits

  The pastry and biscuit assortment includes croissants, buttermilk biscuits, cheddar biscuits, Hawaiian rolls, and scones. These products apply the brand's reduced-net-carbohydrate approach to indulgent, breakfast, side-dish, and occasion-based formats rather than limiting the portfolio to staple sandwich bread.

• Breakfast bakery

  Bagels

  Hero Bread's bagels provide a lower-net-carbohydrate option within a category commonly associated with substantial carbohydrate content. They are intended for breakfast and sandwich use and reflect the brand's broader strategy of adapting familiar bakery formats for reduced-carbohydrate consumers.

• Pasta and noodles

  Noodles

  The company produces two types of noodles, extending its plant-protein-and-fiber formulation beyond baked goods. The noodle products support the same lower-net-carbohydrate positioning and provide an alternative format for consumers managing carbohydrate intake.

• 2026Phoenix Mercury jersey sponsorship

  United States

  Hero Bread was reported to become the jersey sponsor of the Phoenix Mercury, using professional basketball sponsorship to increase consumer brand visibility.

  Source
• 2021Subway Artisan Italian Bread partnership

  United States

  Hero Bread worked with Subway to create a lower-calorie, low-net-carbohydrate version of Artisan Italian Bread. The six-inch serving was reported as containing one gram of net carbohydrates, zero grams of sugar, twelve grams of protein, and twenty-six grams of fiber.

  Outcome. The partnership was reportedly paused in 2023 as Hero Bread prioritized retail and direct-to-consumer channels.

  Source

• 2023

  Pause Subway partnership to emphasize retail and direct-to-consumer channelsStrategy

  Background

  After its Subway collaboration, Hero Bread was reported to be reassessing channel priorities as it expanded supermarket distribution and online sales.

  Action taken

  The company reportedly paused the Subway relationship and focused resources on retail and direct-to-consumer activity.

  Aftermath

  The brand continued expanding through major grocery retailers and selected restaurant partners.

  Source

• 2023

  Raise Series B growth financingOther

  Background

  Hero Bread sought additional capital as it expanded its product range, retail presence, and foodservice distribution.

  Action taken

  The company raised a reported $15 million Series B round from Cleveland Avenue, DNS Capital, Union Grove Venture Partners, and the D'Amelio Family Fund through 444 Capital.

  Aftermath

  Reported cumulative funding reached $47.5 million at the time of the financing.

  Series B financing and reported cumulative funding. $15 million Series B; $47.5 million total reported funding (2023)

  Source

1. 1Hero Breaden.wikipedia.org