What Hero Bread does

Hero Bread (legal entity Hero Labs, Inc.) is a U.S. food product company headquartered in San Francisco that develops, markets, and distributes low net-carbohydrate baked goods. Its portfolio spans sliced breads (Classic White, Seeded), buns (Burger, Hot Dog), rolls (Hawaiian Rolls), bagels (Everything, Plain), tortillas (Burrito Size, Flour, Spinach & Herb), and a pasta line (Hero Noodles Elbows, Penne, Mini Spiral). The company's core technology is a proprietary formulation using resistant wheat starch — a prebiotic fiber that promotes gut health — combined with fava bean protein, wheat protein, flaxseed, and olive oil to deliver 0–5g net carbs, 4–26g protein, 11–26g fiber, and 0g sugar per serving while maintaining taste and texture comparable to conventional baked goods. Hero Bread has filed patents protecting these formulations and positions them against leading grocery store bread benchmarks.

Hero Bread sells through three distribution channels: direct-to-consumer e-commerce at hero.co with subscription plans (weekly, biweekly, monthly, quarterly), prepaid annual subscriptions, a referral program, and a Hero Rewards loyalty program; retail wholesale at 700 Walmart stores (seven SKUs as of November 2025), select Whole Foods stores (as of January 2025), and other grocery partners; and foodservice distribution through Just Salad, Freebirds World Burrito, and Crisp & Green. Pricing on the DTC storefront typically runs $25–$35 per pack/bundle, with premium Crafted Collection items (Croissants, Biscuits, Scones) and a $99.99 Quarterly Subscription Box.

Hero Bread was founded in 2017 and is led by Founder and CEO Cole Glass. The company has raised approximately $59 million across disclosed funding rounds (most recently a $21M Series A in July 2024 led by Cleveland Avenue, Composite Ventures, and DNS Capital) to fund its expansion from DTC into national retail. The company serves health-conscious, low-carb, high-protein, and blood-sugar-conscious consumer segments, as well as athletes and general better-for-you food seekers. A May 2026 partnership with Arizona's Family Sports — in which Hero Bread powers the Merc+ tier of an OTT streaming app — represents an early-stage brand extension beyond food CPG.

Name

Hero Bread

Legal name

Hero Labs, Inc.

Website

https://hero.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Hero Bread (Hero Labs, Inc.) is a San Francisco-based better-for-you food company that develops and sells low net-carbohydrate breads, buns, bagels, tortillas, and pasta via DTC subscriptions, Walmart, Whole Foods, and restaurant partners, targeting low-carb, high-protein, and blood-sugar-conscious consumers.

Ownership category

akta.pro rank

Product category

Better-for-you Baked Goods

NAICS

Bread and Bakery Product Manufacturing (31181), Commercial Bakeries (311812), Cookie, Cracker, and Pasta Manufacturing (31182)

SIC

Bakery Products (2050), Food And Kindred Products (2000)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)

Keywords

• Low net carb baked goods
• High fiber bread
• Keto friendly bread
• Low carb pasta
• High protein tortillas

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer E-commerce: Hero Bread sells directly to consumers through its website hero.co, offering individual products, bundles, and subscription plans (weekly, biweekly, monthly, quarterly delivery). Subscriptions can be cancelled, paused, or skipped at any time. A prepaid annual subscription (4 shipments every 3 months) is available for select items. Revenue is generated per order with free shipping on orders over $50.
2. Retail Wholesale: Hero Bread products are sold through retail partners including Walmart (7 products at 700 stores as of November 2025), Whole Foods (as of January 2025), and other grocery stores nationwide. Revenue is generated through wholesale distribution to physical retail locations.
3. Restaurant/Foodservice Distribution: Hero Bread products are available at select restaurant locations including Just Salad and Freebirds World Burrito. Revenue is generated through foodservice wholesale distribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels7 records

Core offering

Hero Bread manufactures and sells low-net-carb baked goods — sliced breads, bagels, buns, rolls, tortillas, and pasta — formulated with resistant wheat starch, wheat protein, fava bean protein, flaxseed, and olive oil to deliver 0–5g net carbs, 4–26g protein, 11–26g fiber, and 0g sugar per serving. Products are sold directly to consumers through hero.co (subscription and one-time purchase) and via retail wholesale partners including Walmart, Whole Foods, and restaurant chains such as Just Salad and Freebirds World Burrito.

Product overview

Hero Bread is a direct-to-consumer and retail food company specializing in low net carb baked goods. The product portfolio consists of core staple products including sliced breads (Hero Classic White Bread with 0g net carbs, Hero Seeded Bread with 1g net carbs), buns and rolls (Hawaiian Rolls, Burger Buns, Hot Dog Buns), tortillas (Hero Flour Tortillas, Burrito Size, Spinach & Herb varieties), and bagels (Everything Bagel, Classic Plain Bagel). The company also offers Hero Noodles, a low-carb pasta line including Elbows, Penne, and Mini Spiral formats. Beyond staples, Hero Bread operates the Crafted Collection, a premium subscription-based line of small-batch baked goods including croissants, pain au chocolat, biscuits, scones, and seasonal items. Additional offerings include bundles (Party Sidekick, Triple Threat, Hero Hits, Hero Favorites, Find Your Hero, Toaster Treats), subscription boxes (Welcome Box, Quarterly Subscription Box), provisions from partner brands (Rogue Jerky, Spicewell seasonings), and branded merchandise. The products are available through hero.co, major retailers including Walmart and Whole Foods, and select restaurant partners including Just Salad and Freebirds World Burrito.

Differentiator

Problem solved

Functional benefit

Brands

• Hero Noodles™: Low-carb, high-protein pasta alternatives including Elbows and Penne varieties.
• Hero Bread Crafted Collection

Products and services

• Hero Classic White Bread Sliced white bread with 0g net carbs, 45 calories, 5g protein, and 11g fiber per serving; positioned as a low-carb alternative to traditional white bread for health-conscious and keto consumers.
• Hero Seeded Bread Sliced seeded bread with 1g net carbs, 60 calories, 6g protein, and 12g fiber per serving, featuring seeds for added nutrition and texture.
• Hero Flour Tortillas Flour tortillas with 1g net carbs, 80 calories, 7g protein, and 16g fiber per serving; a low-carb alternative to traditional flour tortillas for wraps and tacos.
• Hero Tortillas Burrito Size Large burrito-sized tortillas with 2g net carbs, 130 calories, 11g protein, and 26g fiber per serving, formulated with resistant wheat starch, flaxseed, fava bean protein, and olive oil.
• Hero Tortillas Spinach & Herb Flour tortillas infused with spinach and herbs, with 1g net carbs, 80 calories, 7g protein, and 15g fiber per serving.
• Hero Classic Burger Buns Burger buns with 0g net carbs, 11g protein, and 22g fiber per serving; a low-carb substitute for traditional burger buns.
• Hero Classic Hot Dog Buns

Quantifiable outcome

• 0-5g net carbs per serving vs. 13g net carbs for top-selling white bread
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Arizona's Family Sports (AZFS)coreGTM or Marketing Partner · 22 May 2026Arizona's Family Sports launched its AZFS streaming app, a direct-to-consumer platform delivering live local sports content. The app serves as home to Merc+, which is powered by Hero Bread — representing Hero Bread's entry into the over-the-top (OTT) streaming market. This launch positions the regional sports broadcaster to reach viewers directly without requiring traditional cable or satellite subscriptions, with Hero Bread's brand integrated into the streaming experience.
• WalmartcoreChannel Partner/ Reseller/ Distributor · 12 November 2025Hero Bread expanded its partnership with Walmart, offering seven products at 700 stores nationwide and online as of November 2025. The CEO highlighted the success of the products in online sales as a catalyst for physical store placements, with plans for further expansion based on fit and opportunity. The focus is on quality and retail success.
• Whole FoodsminorChannel Partner/ Reseller/ Distributor · 17 January 2025Hero Bread rolled out to select Whole Foods stores as of January 2025, expanding its retail footprint in the natural and organic grocery channel.
• Just SaladminorChannel Partner/ Reseller/ DistributorHero Bread products are available at select Just Salad restaurant locations, where they are used as a better-for-you bread option on the menu.
• Freebirds World BurritominorChannel Partner/ Reseller/ DistributorHero Bread tortillas are available at select Freebirds World Burrito locations, serving as the tortilla base for wraps and tacos at the fast-casual restaurant chain.
• Crisp & GreenminorChannel Partner/ Reseller/ DistributorHero Bread products are available at select Crisp & Green restaurant locations, offering healthy meal options featuring Hero Bread's low-carb baked goods.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Canyon Bakehouse: Canyon Bakehouse is a leading gluten-free baked goods brand (breads, bagels, buns, muffins) distributed through grocery retail and foodservice including sandwich chains. Directly comparable to Hero Bread on product format (breads, bagels, buns), better-for-you positioning, and omnichannel retail + foodservice distribution.
• Base Culture: Base Culture is a direct competitor producing premium, better-for-you, low-carb, and gluten-free artisan breads distributed online and through natural and conventional grocery. Highly comparable to Hero Bread in target consumer (keto/low-carb/diabetic), product format (breads, bagels, buns), and dual DTC + retail go-to-market.
• Outer Aisle: Outer Aisle makes cauliflower- and plant-based low-carb wraps, pizza crusts, and sandwich thins sold at grocery retail (including Whole Foods, Sprouts, Kroger). Direct competitor in the low-carb, better-for-you baked goods category with similar product adjacency (pizza crust as Hero's Crafted Collection item) and overlapping retail footprint.
• Simple Mills: Simple Mills is a venture-backed better-for-you CPG brand spanning crackers, cookies, pizza crust, breads, and baking mixes, sold at Whole Foods, Sprouts, Target, and Walmart. Closely comparable to Hero Bread in target consumer, product format overlap (pizza crust, breads), and retail distribution strategy including mass channel entry.
• ThinSlim Foods: ThinSlim Foods is a low-carb/keto bakery and snack brand selling bread, bagels, muffins, brownies, and pizza crusts online and through select grocery. Directly comparable in low-carb positioning and DTC-first GTM with selective retail extension, similar scale to Hero Bread.
• Sola Sweet & Savory: Sola produces low-carb, keto-friendly breads, bagels, donuts, and baked goods sold at Kroger, Walmart, and other major grocers. Direct competitor overlapping with Hero Bread in low-carb breads and bagels with comparable mass-channel retail strategy.

Broad incumbents

• Barilla Group: Barilla is the world's largest pasta company and a named peer in the source data with its high-protein pasta line. Comparable to Hero Bread's Hero Noodles in the pasta category, representing the mass-market incumbent and pricing benchmark Hero Noodles competes against in retail.
• Dave's Killer Bread: Dave's Killer Bread is a leading mass-market better-for-you bread brand owned by Flowers Foods, sold in mainstream grocery including Walmart nationwide. Comparable as a broader incumbent positioned in the better-for-you bread category with deep retail penetration, but at mainstream price points rather than keto/low-carb niche.
• Food for Life (Ezekiel 4:9 Bread): Food for Life is an established natural/organic baked goods brand (Ezekiel, Genesis breads) sold in health food stores and mainstream grocery. Comparable as a broader better-for-you/health-focused bakery incumbent against which Hero Bread positions with its own health-forward (low-carb/high-fiber/protein) formulation.
• Mission Foods: Mission Foods (Gruma) is the dominant U.S. tortilla manufacturer, supplying mainstream flour and corn tortillas to grocery and foodservice including Freebirds. Comparable as the broad incumbent in the tortilla category Hero Bread addresses with its Hero Tortillas, providing context on the scale and pricing pressure Hero faces.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/hero
• Facebookfacebook.com/herolabsinc
• LinkedInlinkedin.com/company/hero-bread

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hero Bread