Mondelēz International Acquires Stake in ‘Healthier’ Donut Brand

Urban Legend produces donuts, pastries and other sweets for home consumption with HFSS content reduced by 30 to 75 percent and calories reduced by 200.

Snacking and confectionery giant's growth comes with growing minority stake The company has promised to inject more resources into the production of cakes and pastriesAfter purchasing frozen Chinese products Last month, Evirth sold cakes and other pastries..

Richie Gray, Global Head of SnackFutures Ventures, says that UK-based Urban Legend has a great opportunity to disrupt the fresh baked goods category in the UK. We are excited about the growth potential of Urban Legend, its focus on ‘conscious indulgence’ and the chance to help Mondelez build its capabilities in the growing ‘better for you’ fresh baked goods category.

Consumer demand for healthcare is increasing

Gray has identified better-for-you products and baked goods as key trends and sectors. SnackFutures aims to increase its market share in the coming yearsThe healthcare sector is a growing market and pastries are “close to chocolate”.

The Urban Legend portfolio includes 12 different varieties, available in 200 stores across the UK in separate bakery display cases.

Anthony Fletcher founded the company in 2021. He was the former CEO of Graze healthy snacks, which was acquired by Unilever.

Fletcher says a partnership with Mondelez – which acquired a minor stake through SnackFutures Ventures – would allow Urban to expand the business across Europe and internationally.

SnackFutures: How it invests

FoodNavigator, after speaking with Gray, understands that Urban Legend must be profitable for SnackFutures to invest in it.

Fletcher says: “As a wellness advocate and scientist, I recognised the need to innovate in a category that is particularly challenging.

Our combination of innovative technology and in-depth recipe development has allowed us to become the first to offer iconic pastries and donuts with less fat, sugar and calories.

Urban Legend has raised PS3 million following an investment led by UK food producer Samworth Brothers' venture arm, Perfect Redd.

Prior to Mondelez's investment, the company had raised PS13 million in total since 2021. Former England footballer Harry Kane and Welsh rugby coach Warren Gateland are among the investors.