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BetterBrand: Revolutionizing the Refined Carb Space and Expanding Horizons to the UK

US-Based BetterBrand, a leading food tech company in the $12 trillion refined carb industry, has announced its expansion to the United Kingdom. The brand is set to debut its flagship product, 'The Better Bagel,' exclusively at Whole Foods Market locations across the UK starting October 2, 2023. This expansion marks a significant milestone in BetterBrand's mission to transform carb-heavy foods into healthier, functional alternatives without compromising on taste or experience.

A Trailblazing Journey

Founded in 2021, BetterBrand has rapidly gained traction in the United States, both among consumers and retailers. The brand's commitment to innovation and healthy eating has been met with overwhelming enthusiasm. The company's proprietary 'grain-changing' technology has enabled it to transform the traditional, carb-laden bagel into a healthier alternative. 'The Better Bagel' boasts the net carb equivalent of just two slices of banana, over 25g of plant-based protein, and no added sugar, all while maintaining a clean, non-GMO ingredient list.

Record-Breaking Series A Funding

BetterBrand's global expansion comes on the heels of a record-breaking Series A funding round. The company raised $170 million, setting a new record for the highest Series A valuation by a female founder in venture history. CEO and Founder Aimee C. Yang has led the company to a valuation that surpasses some of the biggest names in technology, including Facebook, Stripe, and Tesla. As of August 2023, BetterBrand had achieved a revenue run rate of $15 million, which is expected to double to over $30 million by the end of the year.

A Warm Welcome from Whole Foods Market

Whole Foods Market has been an instrumental partner in BetterBrand's journey. Jade Hoai, Executive Leader of Purchasing, Marketing, and Supply Chain for Whole Foods Market UK, expressed excitement about bringing BetterBrand to the UK. The demand for 'better-for-you' products has been surging in the UK, making it the perfect market for BetterBrand's expansion.

Product Availability

Starting October 2, 'The Better Bagel' will be available in three SKUs: 'The Everything,' 'The Classic,' and 'The Pretzel.' Each pack of two will retail for £5.99. In addition to Whole Foods Market in the UK, BetterBrand's full product range is available online at and in over 2,000 locations in the US.

BetterBrand's expansion into the UK is more than just a business move; it's a step towards globalizing the vision of healthier, joyous eating. With its innovative products and strong partnerships, BetterBrand is poised to redefine the refined carb space, one 'Better Bagel' at a time.


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