Believe in Science is the parent company of Urban Legend, the next generation doughnut brand and brainchild of Anthony Fletcher, former CEO of graze.com.
Working with materials scientists to develop innovative manufacturing techniques, Fletcher has created a doughnut range with over 50% less sugar and fat than rival products, and less than 152 calories, the equivalent to a slice of buttered toast.
The doughnuts are HFSS compliant and contain no artificial preservatives, sweeteners, colours or flavourings. Instead of being deep fat fried for a prolonged period, they are set using a beam of steam.
Crucially, Urban Legend is proof that it is possible to take the junk out of junk food, supporting consumers in making healthier food choices and fostering a culture of ‘responsible indulgence’.