‘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
