Urban Legend

The next generation doughnut is here: the ultimate treat food, sticky, sweet and delicious yet never high in fat, sugar or calories.

Urban Legend

brand facts

  • Urban Legend doughnuts typically contain the same number of calories as a slice of buttered toast.
  • The formula was developed in CEO Anthony Fletcher's home kitchen, supported by the power of steam.
  • The first Urban Legend store opened in Brighton in July 2021.

Brand categories

  • venture capital
  • food & beverage
  • UK
  • current

Our journey with Urban Legend

We participated in Urban Legend's £7m funding round during 2022. We were impressed by the founder's mission to prove people can indulge responsibly, helping consumers make better decisions when it comes to food.

brand updates


Urban Legend Partners with Tesco

The roll out follows successful trials in Putney and North Greenwich and falls in line with Tesco’s decision to continue with plans to remove volume-led promotions on foods high in fat, sugar and salt (HFSS) products from October 2022 after the government announcement that restrictions on multibuy deals for HFSS products are to be delayed for a year.

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