Urban Legend, the non-HFSS compliant doughnut brand, is using a Koenig Mini Rex to produce unbelievably better for you doughnuts, never high in fat, sugar or calories. The brand has experienced rapid growth following a successful launch in 2020, with the divider rounder allowing them to produce doughnuts at scale. With the growing demand for these healthier treats, Urban Legend is now looking to further industrialise its line to produce up to five times as many doughnuts per day.
Urban Legend selected the Koenig Mini Rex for its custom-built test kitchen and lab in Park Royal London. The site is where its doughnuts are produced for the London market, and also where the brand works on new product innovations.
The unique manufacturing process – which Urban Legend says is achieved with the help of steam and next gen bakery kit – allows them to produce doughnuts which are the same number of calories as a slice of buttered toast. Urban Legend doughnuts are prepared fresh every day and don’t contain any artificial colours, flavours or preservatives. The sweetness comes from fruits, grains and vegetables.. It currently has 14 flavours of doughnuts, all of which are less than 180 calories, and have on average 50% less fat and 30% less sugar than freshly delivered iced and filled branded doughnuts.
“It’s fantastic that innovative companies like Urban Legend are creating great-tasting treats that are healthier options than traditional doughnuts,” says Steve Merritt, managing director of EPP. “We were delighted they chose to use a Koenig Mini Rex, which is a tried and tested piece of machinery. We are pleased to be working on trials to further industrialise and automate the process. The Koenig system’s balance of gentle rounding and dividing is perfect for making doughnuts at scale.”
The Koenig Mini Rex is able to process up to 4,000 dough pieces per hour and has become a divider rounder of choice in for both in-store bakeries and industrial producers. It can handle a broad range of dough piece weights as required, and its precise portioning reduces giveaway and wastage.
Urban Legend opened its first store in Brighton in July 2021, and it now has an additional store in Clapham Junction. The company now also supplies 30 Tesco stores in London, 16 Sainsbury’s Superstores and Selfridges Food Hall on Oxford Street.
Urban Legend is well positioned to take increased market share following an increased focus on products deemed ‘high in fat, sugar and salt’ (HFSS). Urban Legend is among the leading brands to comply with HFSS regulations.
