# Urban Legend

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/urban-legend

- Industry: Food
- Headquarters: London, UK
- Website: www.urban-legend.com/
- Total disclosed funding: $13M
- Latest round: Series A (Mar 30, 2022)
- Investors on record: 7

## About

Founded in 2021 and based in London, UK by Chief Executive Officer Anthony Fletcher and Chief Product Officer Fiona Cramp, Urban Legend doing business as Believe in Science Ltd. operates as a food and beverage company producing doughnuts for bakery sectors. In October 2024, Urban Legend raised an undisclosed amount of venture funding from new investor SnackFutures.

Believe in Science manufacture doughnuts with nutritious ingredients for its consumers. The company offers an e-commerce platform and retail shops for selling doughnuts and partnered with uber eats and Deliveroo for delivery services.

## Funding rounds

- Series A, Mar 30, 2022, $9M — Active Partners, Samos Investments, JamJar Investments, Ascension, DMG Ventures, Eka Ventures
- Seed, Jul 6, 2021, $4.1M — Guy's & St Thomas' Foundation, JamJar Investments, Ascension, Eka Ventures

## Investors

- Guy's & St Thomas' Foundation — Seed
- JamJar Investments (https://capitalatlas.ai/funds/jamjar-investments) — Seed, Series A
- Ascension (https://capitalatlas.ai/funds/ascension) — Seed, Series A
- Eka Ventures (https://capitalatlas.ai/funds/eka-ventures) — Seed, Series A
- Active Partners (https://capitalatlas.ai/funds/active-partners) — Series A
- Samos Investments (https://capitalatlas.ai/funds/samos-investments) — Series A
- DMG Ventures (https://capitalatlas.ai/funds/dmg-ventures) — Series A