Urban Legend

Success Story 04 January 2022

Region/Nation London
Programme Enterprise Capital Funds

Urban Legend is the first brand from Believe in Science, a start-up applying cutting-edge science to the reformulation of indulgent bakery products, starting with the humble doughnut.

Founded by Anthony Fletcher, former CEO of graze.com, Urban Legend opened its first store in Brighton in August 2021, soon followed by two store openings in South London.

Urban Legend storefront in Brighton

The funding provided by Eka Ventures and JamJar Investments via Enterprise Capital Funds was invested into an R&D lab in West London which provides a facility for the team to develop new iterations of healthier doughnuts, while experimenting with different food products to broaden their range.

Fletcher comments: “We’re privileged to have financial backing from such future looking firms and individuals who recognise the importance of using science to respond to long-term societal issues like obesity. Urban Legend is proof junk food doesn’t have to be full of junk, and we are thrilled to have secured the support of so many investors who share our cause and realise the importance of disruption through science.”

In the near future, Urban Legend hope to expand nationwide with further store openings and retail partnerships, along with availability on Deliveroo and Uber Eats.

Find out more about Urban Legend