Fast-growing functional bakery brand HeyLO! is continuing its retail expansion with a new chilled listing in Whole Foods Market stores from April (27th).
The move marks another significant milestone for the Leeds-based brand, bringing its high-fibre, high-protein bakery staples with less sugar to one of the world’s most influential natural and organic food retailers.
HeyLO! will launch two of its core chilled products across Whole Foods Market’s UK stores, expanding the brand’s presence among highly engaged, health-conscious shoppers seeking nutrient-dense alternatives to traditional bakery.
The HeyLO! chilled range launching in Whole Foods Market will include:
• Seeded Bagels (2 Pack, 150g) – £5.99
• Seeded Loaf (450g) – £7.99
Designed as smart swap alternatives to everyday bakery staples, the products deliver more fibre and protein with less sugar, without compromising on taste or texture.
Founder of HeyLO!, Heidi Normanton, said: “Launching into Whole Foods Market is an exciting moment for HeyLO! as we continue to grow our presence in premium health-led retail.
“Whole Foods shoppers are incredibly engaged with nutrition, ingredients and product quality, so it’s a natural home for HeyLO!. Our goal has always been to make healthier choices feel simple, and our seeded loaf and bagels are perfect everyday staples that deliver more fibre and protein while still tasting great.”
The chilled format allows HeyLO! to deliver enhanced freshness and quality, supporting repeat purchase across everyday occasions including breakfast, brunch and lunch.
The Whole Foods Market launch builds on the brand’s rapidly expanding retail presence as consumer demand grows for functional bakery products that support modern health goals while still fitting seamlessly into everyday routines.
Last month the functional bakery brand launched a four SKU range into Planet Organic’s London-based stores and online retail.
Founded in Leeds in 2022, HeyLO! was created by Heidi Normanton after her own experience highlighted a clear gap in the market for bakery products that delivered on both nutrition and taste. What began as a challenger bread concept has quickly evolved into a fast-growing brand spanning loaves, bagels, wraps and crackers.
Built around the brand’s food freedom ethos, HeyLO! aims to remove the feeling of restriction from healthier eating by delivering functional, high-fibre, high-protein bakery alternatives that help people feel confident in their everyday food choices.
