Mondelez has strategically acquired a minority stake in Urban Legend, a brand that offers healthier doughnuts.
- Urban Legend was founded in 2021 and focuses on reduced fat, salt, or sugar products.
- The brand aims to transform the bakery sector through innovation and compliance with health guidelines.
- Mondelez sees potential in fresh bakery opportunities, leveraging its R&D strengths.
- England football star Harry Kane previously invested in Urban Legend for its healthier treat options.
Mondelez has strategically acquired a minority stake in the bakery brand Urban Legend, known for its healthier doughnut offerings. This move represents a significant foray for Mondelez into the fresh bakery sector through its corporate venture capital arm, SnackFutures.
Founded in 2021, Urban Legend was established with a mission to reformulate bakery products, reducing fat, salt, and sugar content by 30% to 75% compared to competitors. The commitment to offering indulgent yet health-compliant treats marks Urban Legend as an innovative player in the market.
Anthony Fletcher, founder of Urban Legend and former CEO of Graze, expressed his vision for a ‘radical transformation’ in the fresh bakery sector. He believes that with proper research and development, HFSS compliance can be achieved without compromising indulgence.
Richie Gray, global head of SnackFutures, described the acquisition as a strategic move into the fresh bakery category. Although Mondelez has yet to fully enter this market outside its licensing business, the collaboration anticipates technical engagement and support from Mondelez’s R&D teams.
Additionally, England football captain Harry Kane invested in Urban Legend in 2022, appreciating the brand’s dedication to offering healthier versions of popular treats. His involvement highlights the brand’s appeal and potential in the health-conscious segment of the market.
This strategic investment by Mondelez underscores its commitment to expanding into healthier product lines while supporting innovative market players like Urban Legend.
