Goal! Brace’s teams up with rugby legend to launch high protein baked goods

By Gill Hyslop contact

- Last updated on GMT

Sam Warburton has teamed up with Brace's for a new high protein range of breads and Welsh cakes. Pic: Brace's
Sam Warburton has teamed up with Brace's for a new high protein range of breads and Welsh cakes. Pic: Brace's

Related tags: Brace's, Sam Warburton, Protein, Welsh cakes, Tesco

The Welsh family-run bakery has hunkered down into a scrum with former Wales and Lions rugby captain Sam Warburton to release a range of protein-packed cakes and Welsh cakes.

The Sam’s Sport Active range includes two 800g bread variants and a twin pack of Sam’s Wheels High Protein Welsh Cakes that are a perfect fit for spots enthusiasts who need a nutritious hit.

As stated, the High Protein White and High Protein Prograin loaves are high in protein, as well as fiber, while the latter is packed with sunflower seeds, linseed, rye, barley and maize, delivering over 12g of protein per two slices (13.8% per 100g).

“We know more people are looking to increase the amount of protein in their diets and so it’s important we offer products that meet the needs of the ever-increasing health conscious shopper,”​ said Jonathan Brace, co-director of Brace’s.

Just the start

Sam's

Warburton – who retired from rugby a year ago – approached Brace’s to create tasty bakery products that contained a high source of protein to help sustain an active lifestyle.

“There was no way we could pass up the opportunity to work with such a huge name when he came to us with his idea,”​ said Brace.

Warburton added, “We agreed to come up with some concept products and once I tested them, I knew they would be good enough to take to market.

“Brace’s were adamant I should put my name to the products, but there was a slight problem in that another bread company beat me to it…”

But according to Brace, Sam’s Sport Active range “goes further than just bread. This is definitely just the start. We’ve got so many ideas in the pipeline involving Sam.”

Sam’s Sport Active High Protein White and High Protein Prograin, as well as Sam’s Wheels High Protein Welsh Cakes will be exclusively stocked in Tesco stores across South Wales and the South West of England from September.

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