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Urban Legend
Science-led Air-fried doughnut producer
- 1-20 employees
- B2C
- Retail
- Food
- eCommerce
- Science
- South Bank, London, UK
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Company mission
To take the junk out of junk food.
Our take
In a world where convenience trumps nutrition, junk food reigns supreme. Fast-paced lifestyles lead many to opt for quick bites, laden with sugars, fats, and salts. But as consumption soars, health plummets. To try and fight against the rise in junk food Urban Legend is a doughnut company founded by former Graze CEO Anthony Fletcher, looking to pursue a mission to revolutionise traditional treats by making them healthier without compromising on taste.
The doughnuts contain 50% less fat and 30% less sugar compared to deep-fried alternatives and are made using steam baking, preserving their flavour. Urban Legend's success lies in its innovative approach to manufacturing and formulation, resulting in a range of sweet treats loved by customers and investors alike.
With recent investment from the Samworth Brothers’ venture capitalist arm Perfect Redd and endorsements from sports figures like Harry Kane and Warren Gatland, Urban Legend plans to expand its distribution footprint nationally, tapping into Perfect Redd’s expertise in logistics to bring healthier options to a wider market than current stockists Tesco and Sainsburys.
Steph
Company Specialist at Welcome to the Jungle
Leadership
Anthony Fletcher
(Founder)Also an Operating Expert (Food and Health) at Blume Equity and an Investment committee member for Good Food Fund UK. Was previously the CEO of Graze.