Oxford-Based FoodTech Pioneer Modern Baker Closes £2.5 Million Funding Round

Modern Baker, an ambitious UK start-up aiming to change the way people think about ultra-processed foods, has secured £2.5 million in Series A funding. The round was led by Adjuvo, an impact investor network known for backing businesses that can deliver both financial returns and meaningful social change.

The company’s mission is simple in words but bold in execution: to prove that ultra-processed foods can be both convenient and genuinely good for you. By enhancing nutrient density without compromising taste or practicality, Modern Baker aims to flip the script on one of the most contentious segments of the food industry.

Its best-known innovation, Superloaf, has been described as the world’s first healthy ultra-processed food. Created in partnership with Hovis, Superloaf is already stocked in major UK retailers including Marks & Spencer, Sainsbury’s and Ocado. Beyond offering a satisfying taste, it has been designed to improve blood glucose levels, support gut health and showcase how food typically seen as unhealthy can deliver measurable health benefits.

The broader vision goes beyond a single loaf of bread. Modern Baker aims to leverage its technology to enhance existing food products across the market, collaborating with established brands to create healthier versions of everyday staples. This model is capital-light and operates much like software as a service, allowing food manufacturers to enhance their offerings without significant infrastructure costs.

Co-founder Melissa Sharp highlighted the company’s focus on addressing “nutrient poverty” rather than opposing food processing. “This is about fixing UPFs, not fighting them,” she said, highlighting a paradigm shift in how the food industry can approach health challenges.

Leo Campbell, one of the company’s co-founders, explained that Adjuvo’s backing brings more than just capital. The investment opens access to a strategic network in retail and consumer technology, creating new opportunities for partnerships and growth. Hovis has already signed on as the first licensee, and discussions are underway to extend the approach to biscuits, breakfast cereals and ready meals.

“The idea of a ‘healthy UPF’ may sound audacious, but it's a credible solution to the trillion-pound cost of poor diet,” he remarked, underscoring the broader implications for public health and the UK’s position as a hub for health innovation.

Adjuvo CEO Mark Foster-Brown praised Modern Baker for its innovative approach, stating: “Modern Baker exemplifies the kind of purposeful, IP-rich innovation we back”. He emphasised the importance of addressing global health challenges through technological advancements in food production.

With the UK government increasingly focused on public health reform, Modern Baker’s nutrient-focused strategy comes at the right moment. Campbell stresses that the impact could be far-reaching, describing the initiative as “bigger than one product or company.” He believes it could shape not only health outcomes but also drive economic value by reducing the long-term costs associated with diet-related diseases.

The new funding will accelerate Modern Baker’s commercial expansion and support further scientific research to underpin its claims. Positioned at the intersection of food technology and health innovation, the company is emerging as a leader in the “food as medicine” movement. This shift could redefine how ultra-processed foods are understood, produced and consumed.