Update 1 Low Carb Bistro-Deli, the Hungarian health food brand endorsed by tennis star Andre Agassi, will expand outside of London next year as part of plans to open 10 UK stores in 2015, M&C Report has learnt.

Baehringer Ltd, the master franchisee for the UK, has had interest from potential franchisees across the country including Manchester, Birmingham, Cardiff, Edinburgh and Glasgow.

Roman Bhatia, who is the chief executive of franchising in the UK, said: “The pipeline is huge, we have had lots of enquiries from outside of London and we will definitely be outside of London next year.”

The first UK Update 1 opens in Walthamstow on Sunday 12 October which will be followed next month by a site in Farringdon and a third site will open in Farringdon before Christmas.

Bhatia said there will be five franchisees signed up by the end of the first year: “Our goal is to open five this year and then 10 every year after that.”

The UK is the second largest European market after Germany for Update 1. Bhatia said after witnessing the speed at which the group has spread in other countries he believes it will happen quickly in the UK.

“We have received a crazy amount of interest from franchisees but we have had to hold back. We want to learn from the first couple of stores to see what we need to adapt for the British public. We could be moving much faster than we are but we want to do it right.”

The concept is for a coffee shop, bakery and delicatessen which will stock more than 300 products. Meanwhile the group is looking to develop products tailored to the British market such as low-fat, gluten-free sausage rolls.

The company has developed its own flour which only has six grams of carbohydrate per 100g making it healthier and suitable for many specialist diets. It contains pea protein and other fibres that have been developed over the past 11 years. The company says its products allow people to continue to eat foods they enjoy as part of a healthier lifestyle. Bhatia said: “If you compare it to other products or diets which you have to deprive yourself of something but now for the first time you can eat all your favourite foods.”

Andre Agassi is the brand ambassader for Update 1 to promote the brand as a healthy lifestyle choice to combat the obesity epidemic in the UK and abroad. 

Bhatia said the UK is an important market for Update 1 to be in: “In other countries the business stays within the country but the whole world has its eyes on the UK. It’s our second biggest market after Germany from a population point of view; it’s a big and attractive market to be in.”

The group, which floated last month on the Hungarian stock exchange, has also received franchise interest from Dubai and the Middle East.