Urban Legend appoints Jamie Mitchell as chairman

By Gwen Ridler

- Last updated on GMT

Jamie Mithcell has been named Urban Legend chairman
Jamie Mithcell has been named Urban Legend chairman

Related tags Bakery

Healthier doughnut brand Urban Legend has appointed industry veteran Jamie Mitchell as its new chairman, helping to lead the expansion of the business across the UK and internationally.

Boasting more than 20 years’ experience in the fast-moving consumer goods industry, Mitchell has held a number of senior roles across food and drink businesses.

Mitchell served as managing director for Innocent Drinks from 2005–2008, where he met Anthony Fletcher, founder and chief executive of Urban Legend parent company Believe in Science.

Commenting on his appointment, Mitchell said: “One of the core reasons I wanted to accept this position is because of Anthony. I was his boss many years ago at Innocent and I mentored him in the earlier part of his career at graze.com.

‘Leading mind in direct-to-consumer’

“That business quickly took off and Anthony became one of the leading minds in direct-to-consumer. His ability to build brands in a modern way, utilising an omni-channel approach from the offset is admirable and Urban Legend is yet another breakthrough he’s pioneering in the food industry. I had to get involved.”

Urban Legend doughnuts are currently available to buy from its brand-new store in the Brighton Lanes (Brighton Place), soon to be followed by store openings in Croydon and Clapham Junction over the coming weeks.

The company is also in discussions with retailers who are keen to prepare for HFSS and also want to demonstrate taking a lead on obesity issues, according to Fletcher.

Fletcher welcomed Mitchell to the role of Simply Doughnuts chairman: “He is someone who shares our passion for re-invention as well as the importance of customer experience – he has a genuine passion for entrepreneurship and helping businesses grow.

Plans to expand

“With our first store openings in London only weeks away, we’re approaching an important moment in our plans to expand so having Jamie on board for this next chapter is exciting.”

Urban Legend launched this summer under the parent company Believe in Science​. The doughnuts contain less than 152 calories and contain more than 50% less sugar and fat than rival products on the market, along with no artificial preservatives, colours or flavourings.

Fletcher worked with material scientists to reformulate the way a doughnut is made so that it’s set using a beam of steam rather than fried.

Meanwhile, the British Nutrition Foundation, charity GroceryAid and food redistribution firm FareShare all announced senior appointments last month.

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