Key takeaways:
- A new Puratos-Bozen-Bolzano study shows pulse-based sourdough can deliver 45% more protein and improved gut health potential.
- Brands like Thomas’, Sara Lee and Raybern’s are leaning into protein-rich, portion-smart and convenience-led bakery innovation.
- Sustainability remains a strong NPD driver, with Toast Brewing and Jason’s Sourdough turning surplus bread into craft beer.
A joint project by Puratos and the Free University of Bozen-Bolzano has put pulse flours squarely on the bakery map. Within the EU’s HealthFerm program, the teams compared pulse-based sourdoughs to traditional wholewheat bread made with baker’s yeast and found a striking uplift: loaves delivered 45% more protein and a stronger amino acid profile.
That wasn’t all. The process reduced antinutritional factors and increased polyphenols – compounds tied to antioxidant and anti-inflammatory benefits – while creating a more aromatic loaf.
“Fermentation plays an essential role in improving the nutritional quality, functionality and sensory appeal of sourdough,” said Prof Marco Gobbetti, coauthor of the study and Professor of Food Microbiology at the university. “What’s interesting is that sourdough is not typically considered a high-protein source, so our findings represent a real breakthrough for the bakery sector. This new discovery could usher in a new age of sourdough.”
The team tested 288 starter-initiated sourdoughs before narrowing them to six that excelled for protein, aroma and stability. These loaves were rich in GABA and lysine, compounds linked to metabolic and cognitive health.
According to Dr Vimac Nolla Ardèvol, research managerm Metabolomics at Puratos, the discovery points to a bigger opportunity. “Consumers increasingly want to eat naturally, healthily and sustainably. We believe there’s a bright future in fermented bakery products with gut health benefits.”
The work highlights how fermentation isn’t just about rise and flavor anymore. It’s becoming a tool for building nutritional functionality into everyday bread.
Thomas’ puts muscle into the morning
Thomas’ is reimagining breakfast with its new High Protein Bagels, made for busy people who want staying power. Each bagel offers 20g of protein, thanks to a mix of soy, pea and fava bean proteins – the same pulses catching researchers’ attention elsewhere.
Available in Plain and Everything, the bagels are rolling out across the US with an RRP of $5.99.
“Today’s consumers are looking for convenient, protein-rich options that don’t compromise on taste,” said Jinder Bhogal, senior brand manager for Thomas’, a Bimbo Bakeries USA brand. “Our new High Protein Bagels offer consumers variety with a breakfast solution that’s packed with nutrition but also rooted in the iconic flavor Thomas’ is known for.”
Innovation manager Nicole Alper added, “We set out to create a protein-forward product that fits into real life – whether you’re topping it with cream cheese, eggs or avocado. It’s versatile, satisfying and designed with wellness in mind.”
The timing’s right. Around two-thirds of American breakfast eaters say protein makes a morning meal feel more wholesome and this launch fits that mood perfectly.
Toast and Jason’s Sourdough brew up purpose
In the UK, Toast Brewing and Jason’s Sourdough have turned surplus bread into a new kind of beer. The partners created a limited edition IPA using more than half a tonne of leftover sourdough, replacing part of the malted barley with bread that might otherwise have gone to waste.
The 5.5% hazy IPA is described as ‘like a great marmalade on toast’, offering bright citrus and peach aromas and a crisp finish. It’s on sale now in 440ml cans at over 200 Waitrose stores across the UK.
“We’re delighted to partner with Toast Brewing on this limited-edition beer,” said Jason Geary, master baker at Jason’s Sourdough. “This collaboration allows us to give any surplus sourdough a new lease of life, turning it into something delicious.”
Toast’s cofounder Louisa Ziane added: “Purposeful collaboration is at the heart of what we do. We’re incredibly proud to team up with Jason’s Sourdough to tackle food waste in a creative way together.”
The project’s environmental impact is more than symbolic. Using bread cuts demand for barley, saving land and water, while Toast channels its profits to environmental charities. It’s sustainability with flavor and a little fizz.
Birds Bakery brings heritage up to date
After a full refurbishment, family-owned UK bakery chain Birds Bakery has reopened its Arnold store in the East Midlands with a look that blends heritage charm and modern comfort. The new design features a lighter color palette, fresh branding and a mix of seating for coffee breaks, lunches and grab-and-go.
Alongside its classic breads, pastries and cakes, the bakery is debuting Cheese & Ham Croissants and Chocolate Chip Cookies – simple updates that add variety without losing its traditional feel.
“Arnold has always been a special location for us,” said Jamie Bird, joint managing director. “We’ve worked hard to make the store a welcoming, comfortable space for every customer while keeping everything people love about Birds at the heart of it.”
The refurbishment is part of a wider investment program across the region, designed to modernize stores while maintaining the bakery’s family-owned feel. Birds says more locations will follow, each blending its long-standing heritage with a lighter, contemporary style aimed at new generations of customers.
Sara Lee cuts size, not quality
Over in the US, Bimbo Bakeries USA is growing its Sara Lee Half Loaf range with three newcomers – 100% Whole Wheat, Sourdough and Hawaiian. The half loaves appeal to smaller households or anyone who prefers fresher bread without the waste.
“Our new Sara Lee 100% Whole Wheat Half Loaf, Sourdough Half Loaf and Hawaiian Half Loaf give shoppers delicious flavors they crave in a portion size that works for smaller households,” said Nick Pitone, senior brand manager at Sara Lee Bread.
Each loaf is free from high fructose corn syrup, artificial colors and flavors, and is rolling out in Walmart and other retailers for an RRP of $2.49. The Whole Wheat packs 13g of whole grain per slice; the Sourdough offers tangy depth; and the Hawaiian brings sweetness and softness in equal measure.
It’s a simple innovation, but one that feels perfectly in tune with how people are shopping – smaller, fresher and more mindful.
Raybern’s takes Chicago’s favorite sandwich nationwide
Finally, Raybern’s is giving a freezer-friendly twist to one of Chicago’s most iconic comfort foods with its new Italian Beef sandwich.
Built on the brand’s bakery-soft bread, it layers thinly sliced seasoned beef, savory spices and a bright hit of tangy giardiniera. The sandwich packs 16g of protein and reheats in minutes while keeping that deli-style texture.
“The Italian Beef is all about authentic flavor and comfort,” said senior marketing manager Lexi Levang. “We wanted to capture the classic taste Chicago is known for and make it easy for anyone to enjoy at home.”
The sandwich is available now at Walmart and will appear in Dollar General stores early 2026, priced around $5. It joins a line-up that already includes Raybern’s best-selling Philly Cheesesteak, rounding out a portfolio of hearty, heat-and-eat sandwiches designed for real convenience.
Grupo Bimbo runs for a cause
Grupo Bimbo has marked the 10th anniversary of its Bimbo Global Race by pledging to donate more than 3 million slices of bread to food banks around the world. The event – billed as the world’s largest race with a cause – drew over 165,000 participants across 28 cities in 22 countries, combining in-person and virtual editions.
“We genuinely connect our brand’s purpose with our consumers,” said Alberto Levy, global marketing director. “The Bimbo Global Race reflects this by placing people, their values and communities at the heart of the event. The motto of the race is ‘The Good We Share’ because we believe in inspiring, connecting and building together.”
This year’s main host city was Mexico City, where the official race shirt design paid homage to the country’s cultural heritage. Over 10 years, the event has engaged 1.7 million runners and generated donations exceeding 29 million slices of bread, reinforcing the company’s purpose-led ethos.
In the US, runners joined 5K and 10K events both virtually and at the Rose Bowl in Pasadena, California. The winners – Elizabeth Ben-Ishai (00:38:17) and Luis Gutierrez (00:32:59) – earned the chance to compete in the 2026 host city, to be announced soon.
