A BAKERY offering “unbelievably good” low sugar doughnuts has opened in Brighton.
Urban Legend opened its doors for the first time today in Brighton Place, in the building which had previously housed the ice-cream parlour Cloud 9.
The Brighton shop is the first store to be opened by the brand.
Founder Anthony Fletcher, who grew up in Brighton, says the city was the perfect place for him to launch his latest venture after he left his position as snack company Graze.
He said: “For hundreds of years sugar and fat have been the key ingredients in sweet treats and baked goods, so much so it’s almost taken as gospel.
“We don’t believe this has to be the case and have found the right ingredients and cooking methods to prove it with our doughnuts.
“We’re coming to Brighton because it’s a beautiful city full of people who embrace change, are up for trying new things, and it’s home to some fiercely independent, forward thinking challenger brands.
“We think it’s the perfect place to bring Urban Legend to life, and really believe our doughnuts are too good to be true.
“This is being able to enjoy the junk without the junk, and we can’t wait for the people of Brighton to put them to the test.”
Urban Legend uses natural ingredients including roots, pears, leaves and melon as alternatives to sugar and steam bakes its doughnuts to cut the fat.
Anthony says this method means the doughnuts taste “as good as the market leaders but with a dramatic cut to the unhealthy ingredients”.
The bakery will sell doughnuts in a variety of flavours including double chocolate and cookie crumb.
All the doughnuts are priced at £1.95 and can be bought in boxes of three or 12.
Visitors to the store will also be able to pose for a selfie in a 2-metre-high pink doughnut chair.
To celebrate the launch, Urban Legend says it will be giving out 5,000 free donuts to customers and local businesses.
The stand will be located on Ship Street, Brighton from Thursday August 19 to Sunday August 22 from 11am to 3pm.
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