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Mondelēz International’s venture capital arm, SnackFutures Ventures, has acquired a minority stake in Urban Legend, a growing doughnut and pastry business in the U.K. The investment is part of Mondelēz’s strategy to expand into the better-for-you bakery sector and diversify its cakes and pastries offerings. Urban Legend’s air frying technology allows for doughnuts with up to 75% less sugar, fat, and calories compared to traditional varieties.
SnackFutures Ventures, established in 2018, aims to strengthen Mondelēz’s presence in the snacking industry by investing in promising brands and technologies. The decision to invest in established products rather than creating new brands aligns with the company’s growth strategy.
The investment in Urban Legend allows Mondelēz to enter the doughnut market and introduce healthier options to consumers. Urban Legend’s doughnut varieties have 200 calories or fewer, positioning the brand as a healthier choice in the bakery segment.
By purchasing a minority stake in Urban Legend, Mondelēz can leverage the brand’s technology and reputation to enhance its presence in the bakery sector. The investment signifies Mondelēz’s commitment to exploring new market segments and incorporating innovative technologies into its product portfolio.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
