Changing consumer tastes and new anti-obesity regulations boost wave of food entrants in the UK

‘Healthier’ brands challenge Krispy Kreme and Nutella


Anthony Fletcher, the former chief of snacks brand Graze and Innocent smoothies, was in search of a new healthy eating project when he landed on an unlikely category: doughnuts.
His fledgling brand Urban Legend, launched a year ago, is going head to head with Krispy Kreme in UK supermarkets as it seeks to persuade hungry consumers to switch to a lower sugar, lower calorie alternative.
His banoffee pie, strawberry cupcake and “Choc Party” confections, made using a patented process that “sets” the dough using steam instead of deep-fat frying, place him among a crop of start-ups looking to displace household-name food brands with healthier options.
This story originally appeared on: Financial Times - Author:Judith Evans