Subway Is Testing Out Low-Carb Bread That Tom Brady Approves Of
Carb-conscious fast-casual diners have something to celebrate this week, as the nation's largest sandwich chain is poised to serve subs on low-carbohydrate bread that, according to some, doesn't compromise on flavor. In a press release, food tech company Hero announced that its sandwich rolls, which contain just 1 net carb and 0 grams of sugar per 6-inch serving, will soon be available at select Subway locations through mid-December. Hero and Subway partnered to introduce Hero Bread, the first bread in the quick-service industry to have such a low carb count — as well as 12 grams of protein, 26 grams of fiber, and 100 calories — per serving.
To ring in the new offering, Subway tapped its sporty spokesperson, seven-time Super Bowl champion Tom Brady, who is also an investor in Hero. The star quarterback took to a sponsored video on Instagram to taste the bread. Taking a bite of a low-carb Subway sandwich, the athlete says it's "truly unbelievable" and that he's "pumped" to be able to eat bread again.
Brady famously sticks to a super strict diet known as the TB12 Method, which favors organic, seasonal, plant-based recipes that are optimized for peak athletic performance (via TB12 Sports). Not included in the football star's meal plan are processed foods, most meats, and, until recently, bread.
Where to try Subway's new low-carb bread offering
Cole Glass founded Hero in 2017 when he was craving muffins but couldn't enjoy anything on the market due to his food allergies, according to the website. After developing a "tasty AF" low-carb, sugar-free muffin, the company raised $30 million from investors including Brady to fund its development of new low-carb products, such as Hero Bread, explains a press release.
For its initial Subway testing period, Hero Bread will be available at a handful of locations starting at the end of October and running through December of this year. Subway stores in Colorado Springs, Colorado; Boise, Idaho; Des Moines, Iowa; and Savannah, Georgia will be the first to dish out the low-carb loaves. And beginning on November 5, Subway sandwich lovers across the country can log on to Hero's website to nominate their city to be the next to serve the carb-conscious bread, as well as enter to win free Hero Bread rolls and merchandise.
While it's unclear when or if Hero Bread will be rolled out to Subway locations nationwide if the success of low-carb offerings at fast-casual spots like Chipotle is any indication, the bread option is likely to be a hit.