England football captain Harry Kane has invested in non-HFSS doughnut brand Urban Legend.
Kane, who recently put cash into gut health brand Bio & Me, has become a “key stakeholder” after investing an undisclosed sum.
Kane said he “very much admired” the startup’s approach to making healthier versions of “the treats we all love”.
“Investing in the company connects with my keen interest to encourage others to look after their health and for retailers to have healthier options more widely available,” he said.
“Urban Legend has an ambitious growth plan to help make its products more easily accessible to consumers and I’m excited to join the team.”
Urban Legend was founded in 2021 by former Graze CEO Anthony Fletcher. Its doughnuts are steam baked rather than deep fried and are claimed to contain 50% less fat and 30% less sugar than rivals.
Fletcher described Kane’s investment and support as a “massive compliment to the brand and all we have achieved to give consumers the option to indulge on something with dramatically less fat, sugar and salt than a typical bakery product”.
It comes after the brand scored its first supermarket listing in August, rolling into selected Tesco stores across London.
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