Former CEO of snacks company graze, Anthony Fletcher, has launched a new bakery goods brand: Urban Legend.
The doughnuts are marketed as being ‘responsibly indulgent’. This means that they are -57% lower in sugar, -52% lower in saturated fat, -44% lower in fat, and -36% lower in calories than other doughnuts on the market.
The range is also free from artificial preservatives, sweeteners, colours and flavourings. Rather, the colours are made from flowers, plants, and vegetable extracts including safflower and beetroot.
“We need radical solutions to the UK’s obesity crisis. Consumers are finding it too hard to move away from treats, so instead of hoping the nation will no longer overindulge, we saw an opportunity to partner with the science community to re-think the way this type of food is made and demonstrate that manufacturers can formulate for more ‘responsible indulgence’,” said Fletcher.
Urban Legend doughnuts are available to buy from its new store in Brighton, UK.