Oxford-based Modern Baker, the food-as-medicine startup behind SUPERLOAF, has raised £2.4 million in Series A funding to reframe the narrative around ultra-processed food (UPF) as a healthy innovation – delivered through nutrient density, without sacrificing taste or convenience.
The round was led by impact investor network Adjuvo.
Founded in 2017 by Leo Campbell and Melissa Sharp, Modern Baker aims to redefine ultra-processed food as a force for preventive health. The company has secured seven UK government grants and worked with university labs to develop its nutrient-density platform and IP.
SUPERLOAF – Modern Baker’s proof-of-concept product, made by Hovis – is now stocked in major UK retailers such as M&S, Sainsbury’s and Ocado. It reportedly brings radical blood glucose and gut health benefits to everyday bread, and validates the wider potential to transform other staples while shifting population health at scale.
Modern Baker explains that they don’t operate like a traditional food company. Its capital-light, SaaS-style model lets manufacturers upgrade everyday brands – and break them out of the unhealthy food narrative.
Hovis is the first licensee, with the wider pipeline targeting biscuits, sweet bakery, breakfast cereals, ready meals and beverages – all ultra-processed categories currently under scrutiny.
The Series A will be used to accelerate commercial rollout and deepen the scientific case for nutrient-dense UPFs, as the company engages with global food players and public health bodies.
