Mondelez, through its SnackFutures venture, acquired a minority stake in Urban Legend, an innovative doughnut brand.
- Urban Legend specializes in non-HFSS doughnuts with significantly reduced fat, salt, and sugar content, using advanced reformulation techniques.
- Founder Anthony Fletcher aims to transform the bakery sector by offering indulgent yet healthier options.
- Mondelez’s interest marks its initial foray into fresh bakery collaborations, with potential for technical engagement.
- England footballer Harry Kane previously invested in the brand, endorsing its healthier treat philosophy.
Mondelez, utilizing its SnackFutures venture arm, has acquired a minority stake in Urban Legend, a brand renowned for producing non-HFSS (high in fat, salt, or sugar) compliant doughnuts. Urban Legend, which debuted in 2021, employs cutting-edge scientific methods to reformulate bakery products, achieving a remarkable 30% to 75% reduction in fat, salt, or sugar content when compared to market competitors.
Founder Anthony Fletcher, who previously led Graze, expressed enthusiasm about the Mondelez partnership, envisioning a “radical transformation” in the fresh bakery sector. Fletcher’s commitment to research and development in this category spans four years, during which he concluded that no product in the bakery sector is beyond being made HFSS compliant without sacrificing indulgence.
SnackFutures global head Richie Gray described this investment as “interesting” for Mondelez, given that the company has yet to penetrate the fresh bakery realm aside from licensing efforts. Gray highlighted potential avenues for product collaboration, although he emphasized that Mondelez primarily anticipates engagement and support on the technical side, leveraging its R&D capabilities.
In a nod to Urban Legend’s industry impact, England’s football captain Harry Kane invested an undisclosed sum in 2022, praising the startup for its approach to crafting healthier versions of beloved treats.
This strategic investment by Mondelez signifies a potential shift towards healthier baked goods without compromising taste.
