How British independent baker Urban Legend reinvented the doughnut
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When Anthony Fletcher headed down to his garden shed - where the best ideas are often conjured up, right? - the Oxford scientist-turned-entrepreneur had one ambitious aim; bake healthier doughnuts for his kids.
The really tricky part? They had to look and taste just as delicious as the American brand doughnuts that his family couldn't get enough of.
Cue many hours of research, testing, testing some more, and this science-loving British dad eventually cracked the seemingly impossible - bake doughnuts that come in at under 200 calories, with not a shred of compromise on taste.
The Urban Legend founder's lightbulb moment - yes, still in the shed - happened when he realised that the technology behind the air fryers we've come to love in our home kitchens could be cleverly adapted to batch bake on a much bigger scale.
British independent bakery, Urban Legend, serves up healthier doughnuts - air-fried and under 200 calories - with zero compromise on flavour
Fletcher set about designing his own custom-built masterpiece, dubbed the 'Turbo Air Fryer', where doughnuts are kissed with oil and blasted with hot air, rather than swimming around in hot fat - and by 2021 his 'better for you' baking start-up was in business.
Today, Urban Legend serves up divine-looking treats - all drizzled, dipped and dusted by hand with fabulous toppings, only with less calories, fat and sugar that a normal doughnut comes laden with.
Baked fresh daily, ดุหนัง there's no grease overload because they're not deep-fat fried, and you'll find no artificial colours or flavours lurking in them.
Foodies will love the dreamy fillings and toppings; purists might plump for a classic Cinnamon Bun while kids will love the colourful blue-hued Bubblegum Burst.
The homegrown British independent bakery sells hand decorated doughnuts that are better for you, using natural ingredients such as Sicilian lemons in the brand's Lemon Drizzle doughnut (pictured left)
The flavours really stand up too: devour a Lemon Drizzle and you'll taste real Sicilian lemons.
The Tiramisu is infused with real coffee and marsala wine, with all Urban Legend ingredients carefully chosen by expert bakers.
How does Urban Legend get its doughnuts tasting sweet without piling in refined sugar?
Part of that initial extensive research led Fletcher and his bakers to nature, and ingredients found in roots, pears and melons that can mimic the sweetness of sugar.
Good job, Dad! Urban Legend's British founder Anthony Fletcher - happy to be described as a bit of a mad scientist - created a unique giant air fryer in his garden shed to make the better for you bakes
The good news keeps coming; they're vegetarian, a source of fibre and HFSS compliant too, which means they don't raise any red flags on the government's food grading system.
Says the brand: 'The best thing isn't even that they are healthier, it's that they don't taste like it.'
So, whether you're sharing a doughnut à deux, looking for healthier options for a kids birthday party or just fancy a Friday night family treat, Urban Legend has quickly become a go-to for many.
The foodie's doughnut! The brand's mouth-watering Tiramisu flavour uses real marsala wine, real coffee and a dusting of cocoa for an authentic taste
Fletcher's desire to create healthier treats has encouraged some famous names to get on board with Urban Legend, including England footballing icon Harry Kane and Welsh Rugby Union Manager Warren Gatland.
The future's truly doughnut-shaped too, with Fletcher and his team constantly developing new flavours with which to impress old and new fans who are hooked on their healthier doughnuts.
So, what's currently being taste tasted by the British company's bakers?
Fletcher says new flavour ideas include Pistachio and White Chocolate, Hazelnut Praline, English Raspberry jam filled and Crème Brulée...
Already hungry? Grab a box of your own Urban Legend doughnuts online or at selected Tesco and Sainsbury's.
The really tricky part? They had to look and taste just as delicious as the American brand doughnuts that his family couldn't get enough of.
Cue many hours of research, testing, testing some more, and this science-loving British dad eventually cracked the seemingly impossible - bake doughnuts that come in at under 200 calories, with not a shred of compromise on taste.
The Urban Legend founder's lightbulb moment - yes, still in the shed - happened when he realised that the technology behind the air fryers we've come to love in our home kitchens could be cleverly adapted to batch bake on a much bigger scale.
British independent bakery, Urban Legend, serves up healthier doughnuts - air-fried and under 200 calories - with zero compromise on flavour
Fletcher set about designing his own custom-built masterpiece, dubbed the 'Turbo Air Fryer', where doughnuts are kissed with oil and blasted with hot air, rather than swimming around in hot fat - and by 2021 his 'better for you' baking start-up was in business.
Today, Urban Legend serves up divine-looking treats - all drizzled, dipped and dusted by hand with fabulous toppings, only with less calories, fat and sugar that a normal doughnut comes laden with.
Baked fresh daily, ดุหนัง there's no grease overload because they're not deep-fat fried, and you'll find no artificial colours or flavours lurking in them.
Foodies will love the dreamy fillings and toppings; purists might plump for a classic Cinnamon Bun while kids will love the colourful blue-hued Bubblegum Burst.
The homegrown British independent bakery sells hand decorated doughnuts that are better for you, using natural ingredients such as Sicilian lemons in the brand's Lemon Drizzle doughnut (pictured left)
The flavours really stand up too: devour a Lemon Drizzle and you'll taste real Sicilian lemons.
The Tiramisu is infused with real coffee and marsala wine, with all Urban Legend ingredients carefully chosen by expert bakers.
How does Urban Legend get its doughnuts tasting sweet without piling in refined sugar?
Part of that initial extensive research led Fletcher and his bakers to nature, and ingredients found in roots, pears and melons that can mimic the sweetness of sugar.
Good job, Dad! Urban Legend's British founder Anthony Fletcher - happy to be described as a bit of a mad scientist - created a unique giant air fryer in his garden shed to make the better for you bakes
The good news keeps coming; they're vegetarian, a source of fibre and HFSS compliant too, which means they don't raise any red flags on the government's food grading system.
Says the brand: 'The best thing isn't even that they are healthier, it's that they don't taste like it.'
So, whether you're sharing a doughnut à deux, looking for healthier options for a kids birthday party or just fancy a Friday night family treat, Urban Legend has quickly become a go-to for many.
The foodie's doughnut! The brand's mouth-watering Tiramisu flavour uses real marsala wine, real coffee and a dusting of cocoa for an authentic taste
Fletcher's desire to create healthier treats has encouraged some famous names to get on board with Urban Legend, including England footballing icon Harry Kane and Welsh Rugby Union Manager Warren Gatland.
The future's truly doughnut-shaped too, with Fletcher and his team constantly developing new flavours with which to impress old and new fans who are hooked on their healthier doughnuts.
So, what's currently being taste tasted by the British company's bakers?
Fletcher says new flavour ideas include Pistachio and White Chocolate, Hazelnut Praline, English Raspberry jam filled and Crème Brulée...
Already hungry? Grab a box of your own Urban Legend doughnuts online or at selected Tesco and Sainsbury's.
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