Leeds Bakery HeyLo! Debuts UK’s First Lupin Flour Crackerbreads for 'January Reset'

Leeds-based bakery challenger HeyLo! has announced a significant innovation within the functional snacking category, launching the UK's first crackerbreads formulated with lupin flour.

The product debut is strategically timed to capture the "January reset" market, specifically targeting consumers adopting low-carb, keto, and high-protein dietary frameworks in the New Year.

Ingredient Innovation: The Role of Lupin

The new range distinguishes itself by utilising lupin flour, a legume-based ingredient recognised for its naturally high protein and low carbohydrate profile. This formulation allows HeyLo! to offer a macronutrient specification that competes aggressively with traditional health snacks:

Carbohydrates: 1.5g per cracker.
Protein: 5.7g per cracker.

Market Positioning and Texture

The launch aims to address a specific consumer pain point in the "better-for-you" bakery segment: texture. The brand notes that the low-carb category is often criticised for products that are dense, unpalatable, or heavily reliant on seeds.

HeyLo! positions the new Crackerbreads as a versatile vehicle for toppings—suitable for light lunches or protein-forward meals—featuring a "clean, crisp texture" designed to overcome barriers to repeat purchase.

Strategic Campaign: '90 Days of Yes'

Founded in 2022 by Heidi Normanton, HeyLo! has reported 20% year-on-year growth. For 2026, the brand is pivoting away from the traditional, restrictive narratives often associated with January health kicks.

Normanton explained the marketing strategy: “We plan to tackle the ‘New Year, New You’ market with a different kind of wellness positioning. Our focus is on a quarter-long campaign rather than a single month, promoting a ‘90 days of yes’ message that encourages guilt-free eating.”

This "food freedom" approach aligns with the brand's existing portfolio of low-carb breads, bagels, wraps, and granola, aiming to normalise low-carb options as everyday staples rather than temporary diet fixes.

The HeyLo! Crackerbreads are currently available exclusively through the brand’s direct-to-consumer webshop.