UK— HFSS compliant brand, Urban Legend, is set to open a new custom-built high-tech factory after signing a deal with supermarket chain Tesco in a move that will see its treats available in 50 stores across London.
This follows successful trials in Putney and North Greenwich in recent months 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.
The partnership comes as Urban Legend has successfully completed a second round of fundraising in less than a year, securing a further £7m in venture capital to add to its £3m in seed funding.
The funds are being directed towards a new, custom-built, high-tech factory for its novel manufacturing process in West London to service the arrangement with Tesco and scale further over the coming months. The firm’s factory and logistics teams are set to expand too.
Uban Legend’s new, custom-built, high-tech factory for its novel manufacturing process will service the arrangement with Tesco and scale further over the coming months.
Having launched its first range of doughnuts last year, Urban Legend said it uses “cutting-edge science” to reformulate bakery products, dramatically reducing levels of sugar, salt, fat and calories.
Urban Legend’s presence in Tesco stores will help to promote ‘responsible indulgence’, the brand said, adding that its ring doughnuts contain less than 150 calories and a 50-75% reduction in sugar, fat and saturated fat compared to rivals. They also contain no artificial colors, flavors, or preservatives.
Anthony Fletcher, founder & CEO of Urban Legend, said: “Our partnership with Tesco is a successful step towards the shared goal of pioneering innovative solutions to tackling obesity and improving the nation’s health.
London contains some of the unhealthiest high streets in the UK so we hope that this will give consumers the option to indulge on something much lower in fat, sugar and salt than a typical doughnut or bakery product.
Additionally, as part of its ongoing efforts to experiment and research food reformulation, Urban Legend said it has agreed a programme with the University of Sheffield, where Masters and PhD students studying materials science will work with the firm as a placement, supporting its R&D efforts.
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