# Better-for-You Glazed Donuts Urban Legend Makes Treats with Less Sugar & a Patented Steam Process By Laura McQuarrie | Published 2021-08-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/urban-legend References: [fabnews.live](https://fabnews.live/never-high-in-fat-sugar-or-calories-biles-hendrys-branding-for-urban-legend-hits-the-sweet-spot/) & [urban-legend](https://urban-legend.com/) [Urban Legend](https://www.trendhunter.com/trends/urban-dessert-lab) makes the most of a patented steam process and 50% less sugar to offer better-for-you donuts that rival the taste and texture of beloved donuts. For caramel fans, Fool's Gold is a donut with golden caramel icing, caramel crunch and golden nuggets and the non-HFSS treat is both decadent and guilt-free. Some of the other options from the new donut brand include [Berry Unbelievable](https://www.trendhunter.com/trends/pick-n-spritz) and [Choc Party](https://www.trendhunter.com/trends/cacao-fruit-water). Anthony Fletcher, founder of Urban Legend and former CEO at Graze, says "Healthier products have been introduced in many categories over the last 10 years, but cakes and baked good have been left behind – the industry seems to feel it just isn’t possible to keep sweet treats delicious when healthier, you have to sacrifice one for the other." ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 57% | Activity: 48% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Healthier Treats:** Urban Legend's use of a patented steam process and less sugar offers a disruptive innovation opportunity for creating healthier treats. - **Decadent Low-sugar Donuts:** Urban Legend's Fool's Gold donut offers a disruptive innovation opportunity for creating decadent low-sugar desserts. - **Innovative Baked Goods:** Urban Legend's use of a patented steam process offers a disruptive innovation opportunity for creating innovative baked goods with improved nutrition. ### Where This Applies - **Bakery:** Urban Legend offers a disruptive innovation opportunity for bakeries to create healthier baked goods without sacrificing taste and texture. - **Snack Foods:** Urban Legend's use of a patented steam process and less sugar offers a disruptive innovation opportunity for snack food companies to create healthier, guilt-free treats. - **Confectionery:** Urban Legend's low-sugar, decadent donut offerings offer a disruptive innovation opportunity for confectionery companies to produce indulgent treats with improved nutrition. ## Related on Trend Hunter - [Better-for-You Blueberry Donuts](https://www.trendhunter.com/trends/skinny-witch-donut.md) - [Decadent Free-From Donuts](https://www.trendhunter.com/trends/plant-based-donuts.md) - [Low-Sugar Refrigerated Donuts](https://www.trendhunter.com/trends/refrigerated-donut.md) - [Snackable Protein Donuts](https://www.trendhunter.com/trends/protein-donuts1.md) - [Gluten-Free Convenience-Focused Donut Packs](https://www.trendhunter.com/trends/glonuts.md) - [Sugar-Free Vegan Donuts](https://www.trendhunter.com/trends/sugar-free-vegan-donut.md) - [Better-for-You Donut Holes](https://www.trendhunter.com/trends/glazed-donut-hole.md) - [Free-From Dessert Donuts](https://www.trendhunter.com/trends/red-velvet-cake-donut.md) - [Low-Sugar Protein Donuts](https://www.trendhunter.com/trends/quest-bake-shop-donuts.md)