Mondelēz, a major player in the confectionery and snacking industry, has made a strategic move by investing in Urban Legend, a brand that offers healthier doughnuts. This investment signifies Mondelēz’s commitment to promoting reduced fat, sugar, and calorie options in the pastry market. The company’s global head of SnackFutures Ventures, Richie Gray, expressed the intention to support the growth of Urban Legend, starting with a focus on the UK market.
Urban Legend doughnuts, known for their healthier profile, are currently being sold in approximately 200 stores across the UK. Mondelēz’s decision to invest in this brand aligns with its interest in expanding into the cakes and pastry category to drive incremental growth. By partnering with Urban Legend, Mondelēz gains access to innovative technology and a different segment of the market.
The exact amount of investment made by Mondelēz has not been disclosed, but Gray emphasized that the company’s goal is to collaborate with Urban Legend’s founder, Anthony Fletcher, to accelerate the brand’s growth through capital infusion, expertise, and knowledge sharing. Mondelēz plans to provide research and development resources to Urban Legend while also learning from the brand’s fresh and healthier indulgence concept.
Fletcher, who previously led the successful healthy snacking brand Graze, aims to revolutionize the sweet bakery sector by offering products that are better for consumers. Urban Legend’s initial focus on doughnuts is just the beginning, with plans to introduce new bakery items like cinnamon buns in the near future. Fletcher highlighted the demand from retailers for products that strike a balance between indulgence and health, aligning with industry trends promoting overall wellness.
The collaboration between Mondelēz and Urban Legend is poised to drive growth primarily in the UK initially, with potential for future international expansion. By addressing the need for healthier options in the bakery market, both companies aim to cater to evolving consumer preferences and industry standards. Fletcher’s vision to transform traditionally unhealthy bakery products into healthier alternatives reflects a broader trend towards reformulation and innovation in the food industry.
In conclusion, Mondelēz’s investment in Urban Legend underscores the company’s strategic focus on promoting healthier alternatives in the pastry market. This partnership not only benefits both companies but also reflects a larger shift towards providing consumers with better-for-you options in the food industry.
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