Tesco partners with HFSS compliant doughnut brand

Tesco is set to stock doughnut brand, Urban Legend across its London stores in a bid to provide shoppers with healthier food options.

The innovative brand launched last year, uses cutting-edge science to reformulate its bakery products with a 50-75% reduced high in sat, salt of suger (HFSS) content in comparison to its rivals on the market.

The roll-out of Urban Legend’s ring doughnut range follows a successful trial at Tesco’s Putney and North Greenwich stores in promoting ‘responsible indulgence’, with each doughnut containing less than 150 calories.

Also containing no artificial colours, flavours or preservatives, the partnership follows the Big 4 grocer‘s decision to remove promotions on HFSS foods from October this year, despite the governments announcement that it would delay these restrictions in supermarkets until October 2023.

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“Our partnership with Tesco is a successful step towards the shared goal of pioneering innovative solutions to tackling obesity and improving the nation’s health,” Urban Legend founder and CEO, Anthony Fletcher said.

“London contains some of the unhealthiest high streets in the UK so we hope that this will give consumers the option to indulge on something much lower in fat, sugar and salt than a typical doughnut or bakery product.

“It is not the sole responsibility of the consumer to avoid unhealthy foods, we must provide healthier options that taste great and are accessible. It is fantastic to be working with Tesco to start turning this vision into a reality.”

Impact on Urban Health portfolio manager, Matt Towner added: “We believe all children have the right to nutritious, affordable food no matter where they live.

“Our Good Food Fund invested in Urban Legend as part of its mission to bring new, healthier options to market, so we are delighted to see Tesco stocking Urban Legend doughnuts in stores across the capital. It is an important step towards making foods that are lower in fat, salt and sugar the norm on our supermarket shelves and in shopping baskets.”

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