BetterBrand™ – the food tech company leading innovation in the $12 trillion refined carb space, has announced its expansion to the UK after gaining significant traction in the US with its innovative product range. BetterBrand will debut three SKUs of its ‘hero’ product, ‘The Better Bagel’ exclusively at Whole Foods Market store locations in the UK from October 2, 2023. BetterBrand’s entry into the UK marks a significant milestone in the brand’s journey to transform traditionally carb heavy foods into healthy, functional alternatives, without compromising taste or experience.
Since launching in 2021, BetterBrand quickly gained traction with consumers and retailers, for its commitment to creating products that not only introduce innovative twists to traditional favourites, but that bring joy to healthy eating. Backed by proprietary “grain-changing” technology, ‘The Better Bagel,’ transforms the carb heavy bagel into the net carb equivalent of two slices of banana, with over 25g of plant-based protein and no added sugar, while featuring a clean, non-GMO ingredient deck.
BetterBrand’s global expansion comes off the heels of the company’s record-breaking Series A, where its CEO and Founder, Aimee C. Yang set the record for the highest Series A valuation posted by a female founder in venture history of $170M. This news placed BetterBrand’s valuation at more than double that of some of the largest names in technology, including Facebook, Stripe, and Tesla. BetterBrand surpassed a $15M revenue run rate in August 2023, which is expected to double to $30M+ by the end of the year.
“At BetterBrand, our journey started with a simple mission: to reimagine the bread aisle and bring joy to healthy eating. The response and demand from our US customers since launch has been overwhelmingly positive, so we are thrilled to bring BetterBrand to the UK consumer,” said Aimee Yang – CEO & Founder, BetterBrand.“Becoming an international brand is a huge milestone for us. We are proud to celebrate this, and are grateful to the Whole Foods Market team, who have been incredible partners every step of the way.”
“We’re very excited to see and support BetterBrand’s growth from the USA / North America into the Global sphere. BetterBrand has shown exceptional success as a customer favourite in the US, and we’re excited to be able to bring the magic exclusively to the UK this Autumn,” said Jade Hoai, executive leader purchasing, marketing and supply chain for Whole Foods Market UK. “The demand for ‘better-for-you,’ from the UK customer has continued to surge, and what ‘Better’ way to deliver than with BetterBrand!”
‘The Better Bagel’ will be available at Whole Foods Market stores across the UK and online from October 2 in three SKUs: ‘The Everything’, ‘The Classic’ and ‘The Pretzel.’ ‘The Better Bagel’ will be available in a pack of two for £5.99. BetterBrand’s full product range is currently available online at the brand’s website: www.eatbetter.com, and on shelves in over 2000 locations in the US, including Whole Foods Market, Sprouts, The Fresh Market, Gelson’s, Bristol Farms, Giant, Wakefern, Plum Market, FoxTrot, Thrive Market, Target, and more.
