FoodTech startup BetterBrand launches Better Bagel product in the UK following Series A funding round

BetterBrand has announced its expansion to the UK after going live in the US with its product range. 

It will debut three SKUs of its ‘hero’ product, the Better Bagel exclusively at Whole Foods Market store locations in the UK from 2nd October.  

This comes off the heels of the company’s Series A, where its CEO and Founder, Aimee C. Yang set the record for the highest Series A valuation posted by a female founder in venture history of $170 million.

“Our journey started with a simple mission: to reimagine the bread aisle and bring joy to healthy eating. The response and demand from our US customers since launch has been overwhelmingly positive, so we are thrilled to bring BetterBrand to the UK consumer,” says Yang.

“Becoming an international brand is a huge milestone for us. We are proud to celebrate this, and are grateful to the Whole Foods Market team, who have been incredible partners every step of the way.”

“We’re very excited to see and support BetterBrand's growth from the USA/North America into the Global sphere. BetterBrand has shown exceptional success as a customer favourite in the US, and we're excited to be able to bring the magic exclusively to the UK this autumn,” says Jade Hoai, Executive Leader Purchasing, Marketing and Supply Chain at Whole Foods Market UK. 

"The demand for 'better-for-you,' from the UK customer has continued to surge, and what 'Better' way to deliver than with BetterBrand.”

BetterBrand’s full product range is currently available online at the brand’s website and on shelves in over 2,000 locations in the US, including Whole Foods Market, Sprouts, The Fresh Market, Gelson's, Bristol Farms, Giant, Wakefern, Plum Market, FoxTrot, Thrive Market, and Target.