We started with a simple question. How can we make sweet indulgence responsibly, without compromising on taste. AT ALL? Next thing you know, we’re on a mission to remove the junk out of the junk food and 18 months later in CEO, Anthony Fletchers home kitchen. The Urban Legend ‘too good to be true’ donut was born. This isn’t any old donut either, it’s what we’ve all been waiting for our entire lives, the ultimate treat food never high in fat, sugar or calories. Yes sure, we’d rather you ate vegetables, but we also know that we all enjoy a treat from time to time. How did we do it? We discovered what makes a donut taste like a donut and used some really cool next gen bakery kit and found natural sugars in things like melons and pears and the rest is history.