About Urban Legend
Urban Legend is an innovative British bakery brand founded in 2021 by Anthony Fletcher, the former CEO of healthy snacking company Graze. On a mission to "take the junk out of junk food," Urban Legend developed revolutionary air-fried doughnuts that deliver all the indulgence of traditional doughnuts but with 30-75% less sugar, fat, and calories, keeping each treat under 200 calories. The brand's innovation lies in its patented technology developed with Dr. Chris Holland from the University of Sheffield. Rather than deep frying, Urban Legend doughnuts are set by a beam of steam, with a micro layer of fat deposited on the outside. This groundbreaking process creates doughnuts that satisfy cravings without the guilt associated with traditional bakery treats. Urban Legend doughnuts contain no artificial preservatives, sweeteners, colours, or flavourings. Natural colour extracts come from flowers, plants, and vegetables including safflower and beetroot. The range includes filled doughnuts in flavours like Lemon Drizzle, Double Chocolate, Salted Caramel, and Raspberry Jam Bakewell, plus ring doughnuts and cinnamon buns. The brand attracted significant investment including backing from Mondelēz International through their SnackFutures Ventures arm. Urban Legend represents the future of guilt-free indulgence in the bakery category. UK shoppers interested in lower-calorie alternatives to traditional doughnuts can check availability at supermarkets. Grocefully helps compare prices across UK retailers.
