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Jamie Mitchell at Urban Legend's Brighton store

< div class=" inline_image image_size_full "data-attachment=" 249059" data-sequence=" 2" readability=" 6" > The parent firm of healthier doughnut brand name Urban Legend, Believe in Science, has assigned previous Innocent managing supervisor Jamie Mitchell as chairman. Mitchell, that is one of the company’s angel investors, has held a number of high degree duties across FMCG, retail and friendliness consisting of non-executive chairman of Rare Restaurants which possesses Gaucho, former CEO of Tom Dixon and Daylesford, and MD of Innocent Drinks.

In the duty, Mitchell will certainly be supporting CEO and also owner Anthony Fletcher as well as the team expand Urban Legend’s existence “in the UK and also beyond”. The pair worked together at juice and also smoothie mix brand Innocent, with Mitchell keeping in mind Fletcher as one of the main reasons he wanted to get entailed.

” His capacity to construct brand names in a contemporary method, using an omni-channel method from the offset is exceptional and Urban Legend is yet an additional innovation he’s pioneering in the food industry. I had to obtain entailed,” Mitchell stated.

” I’m thrilled to welcome Jamie as chairman,” claimed Fletcher. “He is somebody that shares our passion for re-invention as well as the significance of consumer experience. He has an authentic enthusiasm for entrepreneurship and also aiding businesses expand.”

Urban myth is set to open its first shops in London in a few weeks, initially in Croydon and afterwards in Clapham Junction.

The business, which was launched in August with a shop in Brighton, specialises in doughnuts, with various other baked products established for reinvention in the future. Last month Believe in Science got ₤ 3m in seed funding to aid construct an examination lab in west London which will help ‘alter the food and also investigate production process to produce items identical from its sugar packed peers’.

” Food innovation tends to be step-by-step with brand names releasing brand-new models of products which are somewhat far better or healthier than in the past,” Mitchell added. “Urban Legend, on the various other hand, stands for truly science-led thinking and also improvement for the market. It’s developed a possibility to revolutionise the health and wellness effects and also top quality of pastry shop products.”