Mondelēz International’s SnackFutures Ventures Makes Strategic Investment in UK “Better-for-You” Doughnut Start-Up Urban Legend
Mondelēz International's SnackFutures Ventures has made a strategic investment in Urban Legend, a UK-based 'better-for-you' fresh doughnut and pastry start-up. Urban Legend uses patented air frying technology to reduce sugar, fat, and calories by 30% to 75% compared to traditional doughnuts. All Urban Legend varieties contain 200 calories or less.
Founded in 2021 by Anthony Fletcher, Urban Legend currently offers 12 varieties sold in nearly 200 stores across the UK. This investment aligns with Mondelēz's strategic intent to expand in cakes and pastries and build capability in the 'better-for-you' fresh bakery space. The partnership aims to scale Urban Legend's innovative products throughout Europe and globally.
SnackFutures Ventures di Mondelēz International ha effettuato un investimento strategico in Urban Legend, una start-up britannica che produce ciambelle e dolci freschi 'better-for-you'. Urban Legend utilizza una tecnologia di frittura ad aria brevettata per ridurre zuccheri, grassi e calorie dal 30% al 75% rispetto alle ciambelle tradizionali. Tutte le varietà di Urban Legend contengono 200 calorie o meno.
Fondata nel 2021 da Anthony Fletcher, Urban Legend offre attualmente 12 varietà vendute in quasi 200 negozi in tutto il Regno Unito. Questo investimento si allinea con l'intento strategico di Mondelēz di espandere la propria offerta di torte e dolci e costruire capacità nel settore della panificazione fresca 'better-for-you'. L'obiettivo della partnership è quello di scalare i prodotti innovativi di Urban Legend in Europa e a livello globale.
SnackFutures Ventures de Mondelēz International ha realizado una inversión estratégica en Urban Legend, una start-up del Reino Unido dedicada a donas y pasteles frescos 'mejores para ti'. Urban Legend utiliza una tecnología de fritura al aire patentada que reduce los azúcares, grasas y calorías entre el 30% y el 75% en comparación con las donas tradicionales. Todas las variedades de Urban Legend contienen 200 calorías o menos.
Fundada en 2021 por Anthony Fletcher, Urban Legend actualmente ofrece 12 variedades que se venden en casi 200 tiendas en todo el Reino Unido. Esta inversión se alinea con la intención estratégica de Mondelēz de expandirse en pasteles y dulces y desarrollar capacidades en el espacio de panadería fresca 'mejores para ti'. La asociación tiene como objetivo escalar los productos innovadores de Urban Legend en Europa y a nivel global.
몬델레즈 인터내셔널의 스낵퓨처스 벤처스가 영국의 '더 나은 당신을 위한' 신선한 도넛과 페이스트리 스타트업인 어반 레전드에 전략적 투자의 일환으로 투자했습니다. 어반 레전드는 특허받은 공기 튀김 기술을 사용하여 전통적인 도넛에 비해 설탕, 지방, 칼로리를 30%에서 75%까지 줄이고 있습니다. 모든 어반 레전드 품목은 200칼로리 이하입니다.
2021년 앤서니 플레처에 의해 설립된 어반 레전드는 현재 영국 전역의 거의 200개 매장에서 판매되는 12종의 품목을 제공하고 있습니다. 이 투자는 몬델레즈의 케이크와 페이스트리 분야 확장과 '더 나은 당신을 위한' 신선한 제과 분야에서의 역량 강화를 위한 전략적 의도와 일치합니다. 파트너십은 어반 레전드의 혁신적인 제품들을 유럽과 전 세계에 확장하는 것을 목표로 하고 있습니다.
SnackFutures Ventures de Mondelēz International a réalisé un investissement stratégique dans Urban Legend, une start-up britannique spécialisée dans les beignets et pâtisseries fraîches 'plus sains'. Urban Legend utilise une technologie de friture à air brevetée pour réduire les sucres, les graisses et les calories de 30 % à 75 % par rapport aux beignets traditionnels. Toutes les variétés d'Urban Legend contiennent 200 calories ou moins.
Fondée en 2021 par Anthony Fletcher, Urban Legend propose actuellement 12 variétés vendues dans près de 200 magasins à travers le Royaume-Uni. Cet investissement s'aligne avec l'intention stratégique de Mondelēz d'élargir son offre de gâteaux et pâtisseries et de développer des capacités dans l'espace de la boulangerie fraîche 'plus saine'. Le partenariat vise à propager les produits innovants d'Urban Legend à travers l'Europe et au niveau mondial.
SnackFutures Ventures von Mondelēz International hat eine strategische Investition in Urban Legend getätigt, ein in Großbritannien ansässiges Start-up, das 'better-for-you' frische Donuts und Gebäck herstellt. Urban Legend verwendet eine patentierte Heißluftfrittiertechnologie, um den Zucker-, Fett- und Kaloriengehalt im Vergleich zu traditionellen Donuts um 30 % bis 75 % zu reduzieren. Alle Variationen von Urban Legend enthalten 200 Kalorien oder weniger.
Urban Legend wurde 2021 von Anthony Fletcher gegründet und bietet derzeit 12 Sorten, die in fast 200 Geschäften im ganzen Vereinigten Königreich verkauft werden. Diese Investition steht im Einklang mit der strategischen Absicht von Mondelēz, sich im Bereich Kuchen und Gebäck zu erweitern und die Fähigkeiten im Bereich 'better-for-you' frische Backwaren auszubauen. Die Partnerschaft hat zum Ziel, die innovativen Produkte von Urban Legend in Europa und weltweit zu skalieren.
- Strategic investment in a fast-growing 'better-for-you' bakery business
- Expansion into the cakes and pastries market
- Access to patented air frying technology reducing sugar, fat, and calories in doughnuts
- Potential for global scaling of Urban Legend products
- None.
Insights
Mondelēz International's strategic investment in Urban Legend through its SnackFutures Ventures arm is a calculated move into the growing "better-for-you" snack segment. This aligns with consumer trends towards healthier indulgences and expands Mondelēz's presence in the fresh bakery category.
The investment, while likely small relative to Mondelēz's
- Access to innovative air frying technology that significantly reduces fat, sugar and calories in baked goods
- Expansion into the UK fresh bakery market, with potential for broader European and global growth
- Enhancement of Mondelēz's product portfolio in the cakes and pastries segment
- Positioning in the fast-growing "mindful indulgence" category
For investors, this move demonstrates Mondelēz's commitment to innovation and adapting to changing consumer preferences. While the immediate financial impact may be , the long-term potential for technology transfer and market expansion could prove valuable, especially if Urban Legend's products gain traction and scale rapidly.
The investment in Urban Legend represents a strategic pivot for Mondelēz, tapping into several key market trends:
- Health-conscious consumers: The "better-for-you" snack market is experiencing robust growth as consumers seek healthier alternatives to traditional indulgences.
- Technological innovation: Urban Legend's patented air frying technology addresses the challenge of reducing calories without compromising taste, a significant hurdle in the snack industry.
- Premiumization: Positioned as a premium, health-focused brand, Urban Legend aligns with the trend of consumers willing to pay more for perceived healthier options.
- Omnichannel presence: With products in nearly 200 UK stores, Urban Legend demonstrates potential for both retail and direct-to-consumer growth.
This move could help Mondelēz capture market share from both traditional bakeries and health-focused snack brands. The potential for scaling Urban Legend's technology across Mondelēz's existing product lines could lead to significant product innovation and market differentiation in the long term.
- Urban Legend’s air frying technology reduces fat, sugar and calories
- by
30% to75% vs. traditionally made doughnuts - Supports Mondelēz strategic intent to expand in cakes and pastries
CHICAGO, Oct. 01, 2024 (GLOBE NEWSWIRE) -- Mondelēz International, Inc. (Nasdaq: MDLZ) today announced that its corporate venture capital arm, SnackFutures Ventures, has taken a minority stake in Urban Legend, a fast-growing, “better-for-you” fresh doughnut and pastry business in the United Kingdom.
Founded in 2021 by scientist and entrepreneur Anthony Fletcher, Urban Legend uses a custom designed and patented air frying technology to reduce sugar, fat and calories by 30 percent to 75 percent compared to traditionally made doughnuts. All Urban Legend varieties – including those with creamy fillings, icings and frostings – are 200 calories or less.
“Urban Legend is well positioned to disrupt the UK’s fresh bakery category,” said Richie Gray, global head of SnackFutures Ventures. “We’re excited about the brand’s growth potential, focus on ‘mindful indulgence,’ and opportunity to help Mondelēz build capability in the fast-growing ‘better-for-you’ fresh bakery space.”
The Urban Legend portfolio currently includes 12 varieties that are sold in nearly 200 stores throughout the UK, located in stand-alone bakery cabinets.
“As a scientist and advocate for well-being, I saw a need and opportunity to tackle innovation in one of the toughest categories, and bring something truly unique to fresh bakery,” said Anthony Fletcher, founder and CEO of Urban Legend. “Our combination of novel technology and extensive recipe development has enabled us to be the first ones to deliver iconic doughnuts and pastries with less sugar, fat and calories to the South of England. A partner like Mondelēz provides enormous opportunity to scale that possibility throughout Europe and the world.”
To learn more about Urban Legend, click here.
About SnackFutures Ventures
SnackFutures Ventures is Mondelēz International’s Corporate Venture Capital arm. It invests in brands and businesses that align with the snack leader’s growth priorities in its core categories of chocolate, biscuits and baked snacks, including emerging brands focused on personal and planetary well-being and disruptive technologies. The current SnackFutures Ventures portfolio includes Celleste Bio, a cocoa technology company, and Craize snack crackers. Learn more at www.snackfutures.com.
About Mondelēz International
Mondelēz International, Inc. (Nasdaq: MDLZ) empowers people to snack right in over 150 countries around the world. With 2023 net revenues of approximately
Bar and Tate's Bake Shop biscuits and baked snacks, as well as Cadbury Dairy Milk, Milka and Toblerone chocolate. Mondelēz International is a proud member of the Standard and Poor’s 500, Nasdaq 100 and Dow Jones Sustainability Index. Visit www.mondelezinternational.com
or follow the company on X at x.com/MDLZ.
Forward-Looking Statements
Forward-Looking Statements This press release contains forward-looking statements. Words, and variations of words, such as “will,” “may,” “expect,” “plan,” “continue” and similar expressions are intended to identify these forward-looking statements, including, but not limited to, statements of belief or expectation and statements about Mondelēz International’s leadership position in snacking. These forward-looking statements are subject to change and to inherent risks and uncertainties, many of which are beyond Mondelēz International’s control, which could cause Mondelēz International’s actual results or outcomes to differ materially from those projected or assumed in these forward-looking statements. Please also see Mondelēz International’s risk factors, as they may be amended from time to time, set forth in its filings with the U.S. Securities and Exchange Commission, including its most recently filed Annual Report on Form 10-K and subsequent Quarterly Reports on Form 10-Q. There may be other factors not presently known to Mondelēz International or which it currently considers to be immaterial that could cause Mondelēz International’s actual results to differ materially from those projected in any forward-looking statements it makes. Mondelēz International disclaims and does not undertake any obligation to update or revise any forward-looking statement in this press release, except as required by applicable law or regulation.
| Contact: | Desiree Battaglia (Media) | Shep Dunlap (Investors) | |
| +1 847 943 4772 | +1 847 943 5454 | ||
| news@mdlz.com | ir@mdlz.com |
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