Mondelēz SnackFutures Ventures invests in UK’s Better-for-You start-up

Supports Mondelēz strategic intent to expand in cakes and pastries

Mondelēz International announced that its corporate venture capital arm, SnackFutures Ventures, has taken a minority stake in Urban Legend, a fast-growing, “better-for-you” fresh doughnut and pastry business in the United Kingdom.

Founded in 2021 by scientist and entrepreneur Anthony Fletcher, Urban Legend uses a custom-designed and patented air frying technology to reduce sugar, fat and calories by 30 per cent to 75 per cent compared to traditionally made doughnuts. All Urban Legend varieties – including those with creamy fillings, icings and frostings – are 200 calories or less.

“Urban Legend is well positioned to disrupt the UK’s fresh bakery category,” said Richie Gray, global head of SnackFutures Ventures. “We’re excited about the brand’s growth potential, focus on ‘mindful indulgence,’ and opportunity to help Mondelēz build capability in the fast-growing ‘better-for-you’ fresh bakery space.”

The Urban Legend portfolio currently includes 12 varieties that are sold in nearly 200 stores throughout the UK, located in stand-alone bakery cabinets.