England football captain Harry Kane has invested in non-HFSS doughnut brand Urban Legend.
Kane recently became a key stakeholder of the healthier doughnut brand after investing an undisclosed amount of cash.
The footballer said he “very much admired” the startup’s approach to making healthier versions of “the treats we all love.”
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Urban Legend was founded in 2021 by CEO Anthony Fletcher, who was previously the CEO of food production company Graze.
Its doughnuts are steam baked rather than deep fried and are claimed to contain 50% less fat and 30% less sugar than rivals.
Harry Kane said: “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.
“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.”
Chief executive Anthony 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”.
The news comes as Tesco is set to stock doughnut brand across its London stores in a bid to provide shoppers with healthier food options over the summer.
