Football star Harry Kane invests in doughnut shop Urban Legend

The doughnut shop is backed by supermarket giant Tesco.

Healthy doughnut brand Urban Legend has gained an investor: football star Harry Kane.

Harry said he was keen to play a part in the brand’s journey, becoming a shareholder in the business to champion products encouraging positive lifestyle changes.

‘‘I very much admire Urban Legend’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. 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 on their mission to take the junk out of junk food,” Harry said.

The company is pioneering innovative solutions to tackle obesity and help improve the nation’s health, by using cutting-edge science to reformulate bakery products, dramatically reducing levels of sugar, salt, fat and calories.

Last year Urban legend launched the UK’s first non-HFSS doughnut range, which on average has 50% less fat and 30% less sugar than market rivals. Providing consumers with a sweet treat they’ll love, yet at just 180 calories or less is dramatically healthier.