42. SRSLY Low Carb

Founder: Andy Welch

Year founded: 2019
Website: srslylowcarb.com

Diet culture has vilified carbohydrates. The main target? Bread. Restrictive eating habits have turned salty focaccia or a standard loaf into the enemy, as scientists tell us to cut down on eating dough for our health.

But bread doesn’t belong on the food non grata list. That’s according to SRSLY Low Carb founder, Andy Welch. Born from a personal wake-up call, the startup was founded in 2019 to offer a low-carb and ketogenic bread option that means you can eat your bagels guilt-free.

High-flying FTSE 250 consultant Welch found himself at the end of his tether. After a health scare, he decided he needed an urgent career change in order to better balance work-life commitments.

The problem? The unshakeable 'bready urges' that more often than not derail well-intentioned dieters

As a fervent fitness enthusiast, he dived into the world of Iron Man competitions, where he stumbled upon the nutrition goldmine that ketogenic diets can be. The problem? The unshakeable ‘bready urges’ that more often than not derail well-intentioned dieters.

Collaborating with a select group of seasoned artisanal bakers, Welch set out to create white loaf that would satisfy those urges and delight his taste buds, without being chock-full of unhealthy sugars.

After impressing a micro influencer with the keto-friendly bread, sales started skyrocketing – from 100, to 400, up to 6,000 loaves per week.

SRSLY Low Carb has become a B2C pioneer. Earning the title of Amazon’s No.1 low-carb bread provider, it’s now backed by thousands of 5-star product reviews and a remarkable 79% repeat purchase rate.

SRSLY Low Carb’s accomplishments are numerous, from creating the holy grail of low-carb bread to securing an NHS central contract. It has won prestigious awards, sponsored the UK’s first ketogenic-themed awards, and inked an exclusive distribution deal with Gourmet Foods International, bringing its full-flavoured rolls to North America.

With £500,000 in funding so far secured, SRSLY Low Carb is poised to continue its tasty revolution of healthier living, providing a one-stop shop for all your everyday ketogenic needs.

Could SRSLY be the greatest invention since sliced bread? We certainly think so, which is why we’ve named it one of our top 100 startups for 2024.