These Delicious Croissants Had a 14,000-Person Waitlist—and They’re Packed with Protein and Fiber

We are officially in the era of optimizing. And food is at the nexus of it all, with protein-forward breakfasts, fiber-fueled snacks, and a vast array of injectables becoming as de rigueur as taking a daily vitamin. Grocery store shelves are packed with substitutes for the foods we love that claim to be more healthful alternatives, but a lot of them either don’t stack up when it comes to macros or are just plain ick to eat. Which is what makes the new croissants from San Francisco–based Hero Bread feel like such a win. On paper, they check every box. They’re low-carb, high-protein, and high-fiber. But the real win is that they manage to scratch the itch for a great pastry and actually taste good.

Croissants, by definition, are a study in indulgence. Each layer of their laminated dough is separated by butter, making them flaky and unapologetically rich. But Hero’s version manages to deliver that same golden, pull-apart texture with a slightly lighter feel. Warmed up, they hit that sweet spot: crisp on the outside, soft within, and satisfying enough to stand in for your usual run to Arsicault (or at least keep you from missing it too, too much).

Photo courtesy of Hero Bread

Hero has been quietly building a following for reimagining comfort foods through a more functional lens. Founded in San Francisco, it focuses on staples—loaves, buns, tortillas, and now croissants—designed to be lower in net carbs while packing in protein and fiber. It’s a response to a broader shift in how people are eating right now: less about restriction, more about upgrading everyday foods to make eating well sustainable. The croissants are so popular that during some of their earlier drops, there were waitlists of over 14,000 people wanting to get a taste after they sold out.

It’s no surprise that this is all happening here on the West Coast, where wellness trends tend to take root. Though the croissants come to your door fresh, they’re easy to keep in the freezer for when a craving hits. And they can be used in all sorts of versatile applications, from slathering them with fresh fruit jam or stacking on some eggs, avo and smoked salmon for a nutrient-dense breakfast sando. 

Are they identical to the butter-laminated masterpieces you’d find at your favorite neighborhood bakery? No. But that’s not really the point. They’re a smart, satisfying alternative for the days when you want the ritual of a croissant with a little extra staying power. And that makes them the hero of your pantry to be sure.