Order a sandwich with ‘the only bread Tom Brady eats.’ Boise is one of 5 test markets

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  • Tom Brady
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If you watch NFL football, you’ve probably seen Tom Brady in ads about Subway bread that he doesn’t eat.

But now the notoriously health-conscious quarterback can enjoy a Subway sandwich — if he’s in the right place. Like Idaho.

Boise is one of five test markets for Hero Bread, a food tech startup being hailed as “the Beyond Meat of bread.” Now through January, Hero is a bread option at Subway when you order from about 60 locations around the Treasure Valley. Hero claims that it “looks, smells, and tastes just like traditional bread but has a significantly improved nutritional profile.”

“Truly unbelievable,” the seven-time Super Bowl champ says in a recent video.

Hero Bread has only 1 gram of net carbohydrates per 6-inch sub roll, along with 100 calories, 26 grams of fiber, 12 grams of protein — and 0 grams of sugar.

Um ... yum? “That must taste like crap!” my wife blurted, reading those numbers aloud.

Hero Bread says that it “looks, smells, and tastes just like traditional bread but has a significantly improved nutritional profile.”
Hero Bread says that it “looks, smells, and tastes just like traditional bread but has a significantly improved nutritional profile.”

It’s soft and tender like French bread, with a gentle wheat flavor that borders on bland. In other words, it’s a fine vehicle for a sandwich, assuming you don’t want the bread to be the star. No, it is not as flavorful as an artisan loaf. But, hey, it beats a Sandwich Thin.

Calling it “the only bread Tom Brady eats,” a publicist’s email explained that Hero Bread initially is being offered at Subways in Boise, Colorado Springs, Des Moines, Iowa, and two Georgia cities: Atlanta and Savannah. Other markets will be added “as the partnership expands into the new year, and Hero Bread will also be pursuing other commercial partnerships and direct-to-consumer distribution,” according to a media release.

Only Brady could make America want to devour a GOAT sandwich.

But if you normally eschew bread for dietary reasons, Hero definitely is worth a nibble.

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