Low HFSS doughnuts
150 kcal doughnuts are now being stocked at Tesco via a partnership between Urban Legend and the UK’s largest retailer.
Urban Legend launched its first range of doughnuts last year, using technology that ‘dramatically’ reduces levels of sugar, salt, fat and calories.
The company teamed up with scientist at Sheffield University to develop a patented manufacturing process using novel starch and protein technologies that allows dough to be ‘set’ by a beam of light, rather than the conventional frying method.
The result is a line of doughnuts containing less than 150 kcal each and a 50-75% reduction in sugar, fat and saturated fat compared to rivals on the market. The are also void of artificial colours, flavours and preservatives.
Tesco’s decision to stock Urban Legend doughnuts in stores across London come after successful trials at stores in Putney and North Greenwich.
“Our partnership with Tesco is a successful step towards the shared goal of pioneering innovative solutions to tackling obesity and improving the nation’s health,” said Anthony Fletcher, founder and CEO of Urban Legends.
“London contains some of the unhealthiest high streets in the UK so we hope that this will give consumers the option to indulge on something much lower in fat, sugar and salt than a typical doughnut or bakery product.
Fletcher continued: “It is not the sole responsibility of the consumer to avoid unhealthy foods, we must provide healthier options that taste great and are accessible. It is fantastic to be working with Tesco to start turning this vision into a reality.”
Image source: Urban Legend