Superloaf

Modern Baker is a food technology company operating on a 'food-as-medicine' principle, focused on re-engineering staple foods to be systemically healthier. The company was founded in Oxford, UK, in 2017 by Melissa Sharp and Leo Campbell. The inspiration for the business came from Melissa Sharp's personal health journey following a cancer diagnosis in 2010, which led her to explore the connection between nutrition and chronic illness. Discovering the positive impact of a whole-food diet during her treatment, she and Campbell decided to build a business centered on making everyday foods healthier.

The firm's primary business involves developing and licensing its proprietary 'clean label' ingredient technologies to food manufacturers. This B2B model allows large-scale food producers to incorporate Modern Baker's health-positive formulations into their existing production lines without significant capital expenditure, functioning similarly to a SaaS model. The company's goal is to improve the nutritional profile of widely consumed ultra-processed foods (UPFs), particularly in the $500 billion global bread and baked goods market. The core of their work is deconstructing the nutritional properties of vegetables and rebuilding them into staple products.

Modern Baker's flagship product and proof-of-concept is SUPERLOAF, a sliced bread developed over five years of scientific research. Launched in 2022, SUPERLOAF is engineered to support metabolic and gut health by slowing glucose absorption, optimizing the gut microbiome, and supporting the immune system. It contains a diverse mix of plant-based ingredients, including barley flour, various seeds, hemp, and seaweed, resulting in a high-fiber profile that is richer than many wholemeal loaves. It is also a source of protein, calcium, copper, manganese, and Omega-3 (ALA). Despite being technically an ultra-processed food (UPF) due to its manufacturing method, the company argues it challenges the negative UPF narrative by focusing on nutrient density over nutrient poverty. The loaf is co-manufactured by Hovis and distributed in major UK retailers such as M&S, Sainsbury's, and Ocado.

The company's research is backed by seven grants from Innovate UK, the UK's innovation agency, and private investment, including a £2.5 million Series A round in July 2025 led by Adjuvo. This funding is intended to scale up production of SUPERLOAF, expand distribution, and further develop its ingredient technology platform for other food categories. Modern Baker has collaborated with several scientific institutions, including Newcastle University and Oxford Brookes University, to validate its food science.

Keywords: food technology, healthy eating, functional food, clean label, ingredient technology, gut health, microbiome, metabolic health, food-as-medicine, baked goods, bread, nutrient density, ultra-processed food, UPF, food science, Innovate UK, food innovation, B2B licensing, plant-based ingredients, high fibre, Superloaf, Modern Baker