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Hero Bread™ sandwich rolls contain 0g sugar, 1g net carb and 100 calories per serving and are available at select Subway® locations for a limited time 

Hero Labs, Inc. (“Hero”), a food tech company that recently raised over $30M to reinvent the global bread and baked goods industry, today announced the launch of its first product, a sandwich roll that looks, smells and tastes just like traditional bread – but boasts a significantly improved nutritional profile.

 – Hero Bread™ sandwich rolls contain 0g sugar, 1g net carb and 100 calories per serving and are available at select Subway® locations for a limited time 

This press release features multimedia. View the full release here: 

https://www.businesswire.com/news/home/20211028005344/en/

Led by Founder and Chief Executive Officer Cole Glass, Hero is backed by a roster of investors, including strategic venture capital firms, seven-time Super Bowl champion Tom Brady, Kevin Durant and Rich Kleiman’s Thirty Five Ventures, Diamond-selling artist The Weeknd, and multi-platinum artist Lil Baby.

Hero investor Tom Brady recently shared that Hero Bread sandwich rolls are available exclusively at Subway® on his Instagram story. “I’m not the biggest bread guy, but there’s a new bread even I can eat,” said Tom Brady. “Now I’m pumped to get back to bread, all because of Hero. Truly unbelievable!”

Glass was born with severe food allergies related to pollen and is unable to eat nutrient-dense staples like fresh fruits, vegetables and nuts, which as he aged led him to eliminate carbs. As a bread lover allergic to most ingredients in non-traditional breads, Glass set out on a mission to create a better bread option.

 “By offering a bread that promises the same great taste as traditional bread without the negative health consequences, we’re solving a larger problem and providing consumers with a golden ticket to eat the foods they love without sacrifice,” said Glass.

Hero has partnered with Subway® to offer Hero Bread sandwich rolls in Boise, ID, Colorado Springs, CO, Des Moines, IA, and Savannah, GA through mid-December. Hero Bread can be selected as the bread choice for all Subway® sandwiches. Each 6-inch standard serving size has 0g sugar, 1g net carb, 100 calories, 12g protein and 26g fiber. “Subway® is proud to partner with Hero to offer the first bread in the quick service restaurant industry to have only 1g net carb.

As we continue our ongoing transformation journey to make Subway® even better, Hero Bread is a product innovation that will help even more Subway fans to enjoy our delicious subs,” said Carrie Walsh, Chief Marketing Officer at Subway®.

Starting on November 5, 2021, consumers across the country can visit Hero’s website at hero.co to nominate a U.S. city for Subway^® to bring Hero Bread to next, as well as enter for a chance to win Hero Bread rolls and branded swag as part of the Hero Bread Launch Sweepstakes*.

Hero Labs, Inc. is a San Francisco-based food tech company that has raised over $30M in capital from partners that include Beyond Meat investors, GreatPoint Ventures, DNS Capital and Cleveland Avenue, as well as Marc Benioff’s TIME Ventures, Future Positive and Electric Feel Ventures. At Hero, we believe in enjoying the food we love without the negative consequences. Our mission is to break bread, remaking the traditionally empty-calorie staples into delicious, nutrient-rich foods. Hero Bread™ products are just as tasty as the original but with 0-1g net carbs, 0g sugar, fewer calories and more protein and fiber. For more information, visit hero.co and follow us on social media: @hero (Instagram), @hero (Twitter) and @HeroLabsInc (Facebook).

As the world's largest quick service restaurant brand, Subway® serves freshly made-to-order sandwiches, wraps, salads and bowls to millions of guests, across more than 100 countries in nearly 40,000 restaurants every day. 

Subway® restaurants are owned and operated by Subway® franchisees – a network that includes more than 20,000 dedicated entrepreneurs and small business owners – who are committed to delivering the best guest experience possible in their local communities.

*See hero.co/sweepstakes for Official Rules; including how to enter, odds, prize details and restrictions. Subway® is NOT a co-sponsor of the Hero Bread Launch Sweepstakes. View source version on businesswire.com: 

https://www.businesswire.com/news/home/20211028005344/en/ 

Contact: Elyse Goldman Allison+Partners 646-428-0601 Herobread@allisonpr.com

October 28, 2021

Many think Bread is Broken, but there’s a Hero to the Rescue

Subway® restaurants announced it is the first quick service restaurant brand to offer a one-net-carb bread option for guests, as part of a new product test in partnership with food tech startup Hero Labs, Inc. ("Hero"). With just one gram of net carbohydrates, 0 grams sugar, 12 grams of protein, 26 grams of fiber and only 100 calories in a six-inch sub roll, Hero Bread™ sandwich rolls deliver the signature flavor fans love, with added nutritional benefits. 

/ -- Subway® restaurants announced it is the first quick service restaurant brand to offer a one-net-carb bread option for guests, as part of a new product test in partnership with food tech startup Hero Labs, Inc. ("Hero"). With just one gram of net carbohydrates, 0 grams sugar, 12 grams of protein, 26 grams of fiber and only 100 calories in a six-inch sub roll, Hero Bread™ sandwich rolls deliver the signature flavor fans love, with added nutritional benefits. 

To help announce Subway's new product test, seven-time Super Bowl champion and Hero Labs investor Tom Brady shared a fun clip on social media earlier today enjoying a Subway sandwich made with Hero Bread. Earlier this year, Brady poked fun of himself in a series of light-hearted commercials for Subway.

Subway's test of Hero Bread sandwich in select markets across the country continues the culinary innovation and menu evolution that began with the Eat Fresh Refresh™ in July. This multiyear transformation journey is elevating the entire guest experience and delivering more of what fans love about Subway – better choices and craveable flavor.

"Great bread is part of Subway's DNA, and the addition of Hero Bread to our menu is not only the next evolution of that, but also helps more people enjoy their favorite sandwich at Subway," said Carrie Walsh, Subway's Chief Marketing Officer. "We look forward to introducing Hero Bread, adding more locations around the country, and offering our guests even more choices."

Subway is currently testing Hero Bread sandwich rolls for a limited time in Savannah, GA; Des Moines, IA; Colorado Springs, CO; and Boise, ID. Starting November 5, sandwich lovers outside of those cities can vote on where the Hero bread test expands to next at 


As the world's largest quick service restaurant brand, Subway serves freshly made-to-order sandwiches, wraps, salads and bowls to millions of guests, across more than 100 countries in nearly 40,000 restaurants every day. Subway restaurants are owned and operated by Subway® franchisees – a network that includes more than 20,000 dedicated entrepreneurs and small business owners – who are committed to delivering the best guest experience possible in their local communities.


Hero Labs, Inc. is a San Francisco-based food tech startup that has raised over $30M in capital from partners that include Beyond Meat investors, GreatPoint Ventures, DNS Capital and Cleveland Avenue and Marc Benioff's TIME Ventures, Future Positive and Electric Feel Ventures. At Hero, we believe in enjoying the food we love without the negative consequences. Our mission is to break bread, remaking the traditionally empty-calorie staples into delicious, nutrient-rich foods. Hero Bread™ products are just as tasty as the original but with 0-1g net carb, 0g sugar, fewer calories and more protein and fiber.

Hero Bread™ Sandwich Rolls Now Available in Four Cities Across the U.S. - and, Yes, Brady Loves It

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Many think Bread is Broken, but there’s a Hero to the Rescue

Hero Bread™ Sandwich Rolls Now Available in Four Cities Across the U.S. - and, Yes, Brady Loves It

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