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Can you take the junk out of junk food?
UK company is using the doughnut in an attempt to widen the appeal of healthier options.
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Urban Legend, which makes doughnuts, is among a crop of start-ups looking to displace household-name food brands with healthier options.
PHOTO: URBAN LEGEND UK/FACEBOOK
Judith Evans
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Anthony Fletcher, the former chief of snacks brand Graze and Innocent smoothies, was in search of a new healthy eating project when he landed on an unlikely category: doughnuts.
His fledgling brand Urban Legend, launched in 2021, is going head-to-head with Krispy Kreme in UK supermarkets as it seeks to persuade hungry consumers to switch to a lower sugar, lower calorie alternative.
