Subway is partnering with Hero Labs, a food tech startup, to test a one-net-carb sub roll in four markets. To announce the test, NFL star Tom Brady ate a sandwich made with the bread and shared a video clip with his Instagram followers on Thursday.
Brady, also an investor in Hero Labs, gave the sandwich the “TB12 seal of approval.” The seven-time Super Bowl champ has appeared in previous Subway campaigns to promote the brand’s menu upgrades. Sports icons Charles Barkley, Serena Williams and Megan Rapinoe have also appeared in ads for the sandwich giant.
Hero’s 6-inch sub roll contains zero sugar, 1 gram net carbohydrates, 2 grams protein, 26 grams fiber and 100 calories. Subway is introducing the product beginning with the chain’s Artisan Italian Bread. It is currently in test in Savannah, Des Moines, Colorado Springs and Boise through mid-December.
“Great bread is part of Subway's DNA, and the addition of Hero Bread to our menu is not only the next evolution of that, but also helps more people enjoy their favorite sandwich at Subway,” CMO Carrie Walsh said in a statement. “We look forward to introducing Hero Bread, adding more locations around the country, and offering our guests even more choices.”
The test of the low-carb bread continues the menu evolution that began with Subway’s Eat Fresh Refresh rebranding in July.
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