We love treating ourselves to a good donut and will certainly do so more often now that this revolutionary chain has opened two stores in London.
Urban Legend sells donuts with more than 50% less sugar and fat than products already on the market.
Their real unique selling point, however, is that each donut contains less than 152 calories – the same amount of calories as a single slice of buttered toast.
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Urban Legend opened a store in Croydon Boxpark in late November 2021 and a store in Clapham Junction Station in early December 2021.
This follows the success of the company’s first store in Brighton Lanes, which opened in July 2021 and sold over 30,000 donuts in its first month.
The website lists each donut for £ 1.95 and flavors include ‘choc party’, caramel ‘fools gold’, strawberry ‘white lie’ and more.
The store confidently claims on its website:
“The UK is about to discover the myth, the magic, the urban legend. Something that tastes so incredibly good that you have to wonder if it’s too good to be true … shockingly good donuts with the same calories as a piece of toast ?! ‘
Donuts contain no preservatives, sweeteners, colors or artificial flavors.
The vivid colors come from extracts of flowers, plants and vegetables.
The recipes also use alternatives to the sugar found in melons, pears, roots and leaves.
Founder Anthony Fletcher, former CEO of Graze, worked with bakers and material scientists to create the donuts that are “set” by steaming rather than frying.
A special kitchen and test lab was custom built at Park Royal in West London to create the donuts and work on new recipes.
Urban Legend hopes to expand into other bakery products.
So who knows? Maybe we’ll have brownies that are lower in calories than a crumpet, or something, in the future …