Modern Baker Launches Amazon Fresh Exclusive

Oxford supplier Modern Baker has unveiled what it claims is the world’s first ‘smart loaf’ – a hi-tech bread that supports normal immune function while providing fewer calories than traditional bread. The new bread will be available exclusively on Amazon Fresh.

The result of five years’ R&D, the seeded Superloaf contains “a unique blend of fibres” and “plant chemicals” said Modern Baker co-founder Leo Campbell. It was “designed to optimise your gut health”, which in turn supported immunity.

The new bread has an artisanal look but is designed to be an everyday option. Modern Baker has “worked out processes so that we can have the best of everything” said Campbell. Plus, it was “delicious” he added. “If it wasn’t, we’d be dead in the water.”

“We’re not claiming Superloaf is as healthy as a vegetable… but we’ll get there. Superloaf is already fantastic, and it’ll get better and better. There’ll be constant upgrades”, he added.

The new loaf is expected to appear on Amazon Fresh in early March, and according to Campbell, the online retailer’s key to success is “backing small, innovative brands”. “We’re absolutely delighted to partner with them, because they ‘get’ us – and they can move fast.”

Tambo launched Modern Baker on Amazon in 2019 so we are absolutely delighted with this development. Superloaf is a revolutionary bread and fittingly, they chose an innovative approach to launch. Amazon Fresh meets Modern Baker's intent with this project is ambitious, disruptive, progressive and high-tech. And with Amazon opening their first Fresh store this week, the timing could not be better.