Hero Bread
| Company type | Private |
|---|---|
| Industry | Food manufacturing |
| Founded | 2019 |
| Founder | Cole Glass |
| Headquarters | United States |
| Products | Low net carbohydrate baked goods (bread, buns, tortillas, croissants, biscuits, rolls, scones, bagels, noodles) |
| Owner | Cole Glass (founder) |
Hero Bread is a U.S.-based manufacturer specializing in baked goods with low net carbohydrates, established in 2019 by entrepreneur Cole Glass.
History
Cole Glass, who experienced multiple food allergies during his upbringing, began crafting recipes in 2017 designed to satisfy his dietary restrictions and nutritional requirements. Two years later, in 2019, he launched Hero Labs to produce the offerings under the Hero Bread brand. The company's first financial backer was Great Point Ventures, followed by additional investors linked to organizations such as Beyond Meat.
In 2021, Hero Bread collaborated with Subway to develop a lower-calorie Artisan Italian Bread. This product contained just one gram of net carbs, no sugar, twelve grams of protein, and twenty-six grams of fiber per six-inch portion. However, this alliance was temporarily halted in 2023 as the company shifted its focus toward retail outlets and direct consumer sales.
During 2023, Hero Bread secured $15 million in Series B financing from investors including Cleveland Avenue, DNS Capital, Union Grove Venture Partners, and the D'Amelio Family Fund through 444 Capital, increasing total capital raised to $47.5 million. Notable celebrity investors supporting the company included Tom Brady, Kevin Durant, Rich Kleiman, The Weeknd, and Lil Baby. That same year, Hero Bread broadened its presence by entering restaurant chains such as Just Salad and Freebirds World Burrito, later forming a partnership with Crisp & Green in 2024. By 2025, its products were available in approximately 7,000 retail locations including Walmart, Whole Foods Market, Safeway, Sprouts, and Albertsons.
Products
Hero Bread’s range of baked items incorporates olive oil alongside a proprietary combination of plant-derived proteins and fibers that substitute conventional flour—a recipe refined over two years by Glass.
The assortment features white and seeded loaves, buns for hamburgers and hot dogs, tortillas, croissants, cheddar and buttermilk biscuits, Hawaiian rolls, scones, bagels, as well as two varieties of noodles. The brand primarily appeals to individuals adhering to ketogenic diets and benefits from both endorsement and investment by Tom Brady.