Mondelez: invests in Urban Legend

(CercleFinance.com) - Mondelez International announces that its venture capital arm, SnackFutures Ventures, has taken a minority stake in Urban Legend, a fast-growing, better-for-you fresh doughnut and pastry company in the UK.


Founded in 2021, Urban Legend uses a custom-designed and patented air-frying technology to reduce sugar, fat and calories by 30%-75% compared to traditionally made doughnuts.

The Urban Legend portfolio currently includes 12 varieties that are sold in nearly 200 stores across the UK, located in stand-alone bakery cabinets, the US food group adds.


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