Eat the Ball® is an innovative European company based in Austria that launched the world's first bread brand in 2012 and established a new category of functional branded bread.

It all began in 2007, with one simple question: Why are there no real bread brands? A food as important as bread is still only sold in generic “categories” instead of as a real, distinguishable product brand with individual quality characteristics. The company’s founder Michael Hobel and his business partner Norbert Kraihamer found the issue of bread so intriguing that in 2012 they decided to launch Eat the Ball® in Austria, following five years of research and development. The first steps into Europe and now in the USA. The stated aim is to create the world's first real bread brand.