BetterBrand Reinvents the Bagel

By: James Flippin · June 23, 2023 · Reading Time: 3 minutes

Raising Dough

BetterBrand is a food technology company whose primary product is the Better Bagel: a healthier take on the hole-y grail of breakfast foods.

The startup just raised $6 million in a Series A funding round to bring its total valuation to $170 million. The round was led by Verso Capital, Gaingels Fund, Seven Seven Six, Craft Lane Capital, and a handful of individual investors.

With this raise, founder Aimee Yang became one of only 150 solo female founders to raise a Series A of more than $5 million.

The Better Bagel

Traditional bagels are not quite as healthy as they are delicious. Bagels are denser than typical bread, meaning they usually contain high levels of calories and refined carbs, which have been linked to heart disease and diabetes. And they sometimes contain a generous dose of added sugar for good (or, rather, bad) measure.

BetterBrand uses what the company calls “grain-changing” technology in order to create an all-around healthier bagel. According to the startup, its Better Bagel comes with no added sugar and 250% more protein than a regular bagel. Plus, in terms of carbohydrates, the Better Bagel has the net equivalent of just two banana slices.

On top of making bagels healthier, the startup is also pushing for more flavorful varieties. Beyond plain, the company has created fresh variations of flavors like pretzel, cinnamon, and chocolate chip.

Balanced Breakfast

Despite just getting started in 2021, the high tech baking brand is rising faster than instant yeast. BetterBrand experienced 800% growth between 2021 and 2022. It also drove more than $1 million in gross sales at Whole Foods (AMZN) just five months after landing on its shelves.

With the help of its new funding, BetterBrand plans to expand quickly by launching 16 new products this year. Additionally, despite being just two years old, you can already find the Better Bagel in 1,000 stores across the US, including Whole Foods, Sprouts (SFM), and Bristol Farms.

So, to the avid bagel enthusiasts out there, next time you’re at one of those stores, consider taking a look for the Better Bagel. BetterBrand’s bagel is more than just “a delicious part of this complete breakfast” — it’s a complete breakfast in and of itself.

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