Urban Legend’s demise: self-fulfilling prophecy or cautionary tale?

Urban Legend doughnuts

What went wrong for Urban Legend? The name? The proposition? The science?

The demise of Urban Legend prompts all sorts of soul searching. Millions have been pumped into the development and rollout of this startup, which was at the vanguard of a science-led response from the food and drink industry to the ongoing obesity crisis.

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