So many of our favorite foods contain refined carbohydrates like white flour and white sugar. These ingredients reliably produce delicious foods, but they’re also associated with health problems like Type 2 diabetes and obesity.
California-based startup Better Brand is on a mission to hack refined carbohydrates, recreating their flavor without the health consequences. The company’s first product, the Better Bagel, has the carbohydrate content of two banana slices, the protein content of four eggs, and the sugar content of a single stalk of celery.
In a Zoom interview this week, company founder and CEO Aimee Yang told The Spoon that she set out to develop products that would make healthy eating easier while improving consumers’ relationships with food.
“We have always lived with this underlying belief in pre-imposed limitations,” says Yang. “That the foods that we crave can’t be good for us, and we have to deprive ourselves. We’re posing the thought that you don’t have to do that anymore. You can have your cake—well, your bagel—and eat it too.”
That cycle of craving and self-deprivation has personal significance for Yang. “It was the largest pain point that I felt throughout my life,” she says. “I’d always been on the cycle of wanting to eat something and questioning if I should. It consumed so much of my mind space and was just so anxiety-inducing for me.”
As she worked toward her M.B.A. at The Wharton School, Yang realized that that personal pain point could also be an opportunity to make an impact in the food space. During her second year of business school, she delved into research on the science of food.
Yang says that upon founding Better Brand, she chose the bagel as the company’s flagship product because “turning the most carb-heavy food, which is the equivalent of multiple slices of bread, into the carb equivalent of two banana slices is so exciting. When you’re a consumer and you hear that, it promotes a mind shift in terms of what’s possible.”
Using some of the insights from Yang’s research, Better Brand collaborated with food labs to develop a bagel dough with novel ingredients. “If you brought this dough to a bagel manufacturer or a bakery, they would have no idea what to do with it,” says Yang. “If you tried to use it in the conventional way, it would be impossible.”
After the dough undergoes some processing (the details are a trade secret), Better Brand’s enzyme technology is applied. The company extracts its enzymes from plants, and adds them to the dough to improve the flavor, mouthfeel, and texture of the finished product. Though the enzymes are the last part of the ingredient deck, and are used sparingly, Yang says that without them the Better Bagel “would be a completely different product.”
The Better Bagel launched over the summer on the company’s online store. Rather than waiting to perfect every detail in the lab before launching, the team wanted to introduce the product quickly and make improvements based on consumer feedback—which Yang says is a focus point for the organization, right up to the investor level.
“Our investor base is a group of incredible people who care about more than the bottom line,” says Yang. “That’s never a point of conversation; it’s always about how we’re driving impact, what the product is like, and how we can improve the customer’s journey.”
By launching online with a direct-to-consumer model, Better Brand hopes to take advantage of reviews and sales data. “If a product is on a grocery shelf, there are so many levels in between you and that purchase point that you don’t really get a complete data set,” says Yang. “It’s important for us to be consumer-first because we need that feedback in real-time. There’s also an element of wanting the consumer to have a certain experience, and it’s a lot easier to control that experience if you’re DTC.”
The company is working on building strategic partnerships, starting with Ojai Valley Inn, a luxury resort in Southern California. The team is also in talks with a few large food service companies, considering relationships that would mirror Impossible Foods’ symbiosis with Burger King. Yang says that they plan to work closely with partners to maintain some control over branding and keep a close eye on consumer experience.
In the future, Better Brand plans to expand its product offerings, keeping a focus on refined carbohydrates. Having hacked the bagel, titan of carbohydrates, Yang says the company will be able to replicate other carb-heavy foods more easily.
“If it’s something that you crave and feel guilty about eating,” she says, “we’re going to be innovating in that space.”
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