Modern Baker is poised to advance its six-year mission with new Series A funding aimed at redefining the narrative surrounding ultra-processed foods (UPFs). The company’s goal is to demonstrate that, when crafted thoughtfully, UPFs can contribute positively to health.
In an exclusive column earlier this year, co-founder Leo Campbell stated, “The polarised debate of UPFs overlooks the most important question: What if the problem isn’t the processing itself, but what and how we process?”
To tackle this issue, Modern Baker is committed to developing nutrient-dense food that maintains taste and convenience without necessitating changes to existing manufacturing processes.
The company’s flagship product, Superloaf—manufactured by Hovis—has been hailed as “the world’s first healthy UPF” by The Grocer. This innovation was inspired by co-founder Melissa Sharp’s experiences in a chemotherapy ward, where she was alarmed by the lack of healthy food options for patients.
Superloaf is enriched with selected prebiotic fibers and bioactive plant compounds that undergo targeted fermentation. Research has shown that this bread can significantly reduce blood glucose absorption and enhance gut health. Building on this proof-of-concept, the business is now focused on transforming other staple foods, and its products are currently available at M&S, Sainsbury’s, and Ocado.
“This is about fixing UPFs, not fighting them. The real enemy isn’t processing or additives – it’s nutrient poverty. We’re proving UPFs can be actively healthy, if done right,” Sharp explained.
Co-founder Leo Campbell added, “Adjuvo’s backing brings not only capital but also a strategic network with deep influence across retail, food, and consumer tech sectors.”
He further emphasized, “The idea of a ‘healthy UPF’ may sound audacious – but it’s the only credible solution to the trillion-pound cost of poor diet. We have living proof in Superloaf and its lab-validated data, demonstrating a transformative potential for both public health and the UK as a global hub for health innovation.”
Modern Baker employs a non-traditional food business model. Its capital-light, SaaS-style approach enables manufacturers to enhance everyday brands. With a foundation in strong intellectual property and recurring revenues, the model is designed for scalability and aims for impactful contributions within the NHS and broader food ecosystem.
“Our model is to work with the food industry, not against it,” Campbell clarified.
“While others attack UPFs from the outside, we’re building the fix from within – remaining lean and agile while our partners scale globally.”
Hovis currently stands as the first licensee, with future developments targeting biscuits, sweet baked goods, breakfast cereals, ready meals, and beverages.
“Global food players and public health organizations are now engaging with us; thus, the Series A funding will expedite our commercial rollout and strengthen our scientific rationale. This initiative transcends any single product or company. The UK government is actively pursuing progressive solutions for population health alongside innovation-driven economic growth. Nutrient density meets these needs. It is a scalable solution for the food system—and a significant opportunity for the UK,” Campbell concluded.
