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Modern Baker, an innovative UK-based start-up focused on redefining ultra-processed foods (UPFs), has successfully raised £2.5 million in Series A funding led by impact investor network Adjuvo.

This funding will support the company’s mission to transform the narrative surrounding ultra-processed foods by enhancing their nutrient density while maintaining taste and convenience.

Modern Baker is known for its flagship product, Superloaf, which has been recognised as “the world’s first healthy ultra-processed food”. Developed in collaboration with Hovis, Superloaf is now available in major UK retailers such as M&S, Sainsbury’s and Ocado.

The product is designed to provide significant health benefits, including improved blood glucose levels and gut health, thereby demonstrating the potential for UPFs to contribute positively to public health.

Co-founder Melissa Sharp highlighted the company’s focus on addressing “nutrient poverty” rather than opposing food processing. “This is about fixing UPFs, not fighting them,” she said, highlighting a paradigm shift in how the food industry can approach health challenges.

The company aims to leverage its technology to upgrade existing food products, thereby promoting healthier options within the current market framework.

Leo Campbell, another co-founder, noted that Adjuvo’s investment not only provides capital but also access to a strategic network across retail and consumer tech sectors.

“The idea of a ‘healthy UPF’ may sound audacious, but it's a credible solution to the trillion-pound cost of poor diet,” he remarked, underscoring the broader implications for public health and the UK’s position as a hub for health innovation.

Adjuvo CEO Mark Foster-Brown praised Modern Baker for its innovative approach, stating: “Modern Baker exemplifies the kind of purposeful, IP-rich innovation we back”. He noted the importance of addressing global health challenges through technological advancements in food.

Modern Baker operates with a capital-light, SaaS-style model, enabling food manufacturers to enhance their product offerings without extensive investment.

This approach allows the company to remain agile while partnering with established brands to facilitate a shift toward healthier food options. Hovis is the first licensee, with plans to expand into other categories such as biscuits, breakfast cereals and ready meals.

As the UK government seeks progressive solutions to improve population health, Modern Baker’s focus on nutrient density presents a scalable opportunity for reforming the food system. “This is bigger than one product or company,” Campbell added, emphasising the potential for significant impact on public health and economic growth.

With the new funding, Modern Baker aims to accelerate its commercial rollout and strengthen the scientific foundation of its offerings.

The company is poised to play a pivotal role in reshaping the narrative around ultra-processed foods, positioning itself as a leader in the food-as-medicine movement within the existing food landscape.