Sugar crash of the year: Urban Legend doughnuts go under

It turns out that people don’t want healthy doughnuts. Well, not enough people, anyway. When Urban Legend went under in September it prompted a great deal of navel gazing – and it wasn’t to check whether said navel had shrunk after switching to the brand’s products.

So, what went wrong exactly? There are many answers to that – and The Grocer examined it at length – but as ever when healthier takes on treat foods fail, it seems to have come down to taste.