Bagels are toroid-shaped pieces of bready awesomeness seemingly designed for toppings like cream cheese, smoked salmon, veggies, eggs, or almost anything else that seems like a good idea on top of a piece of bread. A good bagel has a crusty bite and a softness inside, but for all the pros, they’re still not the healthiest of treats. Bagels are full of carbohydrates, and thus calories, and not much else, nutritionally.

Food startup BetterBrand wants to make healthier food and has taken the bold move of reinventing bagels as a protein-packed, low sugar, and low carb alternative. Their first consumer product, the Better Bagel, aims to satisfy that bagel craving without all the harmful effects of the real deal, such as diabetes, high blood pressure, and obesity.