Mondelēz International snaps up stake in ‘healthier’ doughnut brand
Technology tamfitronics Urban Legend makes doughnuts and pastries for the home market with HFSS reductions of between 30% and 75%, as well as calories slimmed by 200 – including creamy, iced and frosted.The minority stake comes as the confectionery and snacking giant promised it would pump more resource into the cakes and pastries market and follows its buyout of Chinese frozen cakes and pastries brand Evirth last month.“UK-based Urban Legend is well positioned to disrupt the UK’s fresh bakery category,” says global head of SnackFutures Ventures Richie Gray. “We’re excited about the brand’s growth potential, focus on ‘mindful indulgence’ and the opportunity to help Mondelēz build capability in the fast-growing ‘better-for-you’ fresh bakery space.”Growing consumer demand for healthGray outlined better-for-you and pastries as a key trend and sector SnackFutures was keen to grow its presence...