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Joelson advises Believe in Science on its Angel & Seed Capital Raise

Posted Thursday 11th November 2021

Joelson, the leading London law firm, has advised Believe in Science, company behind the launch of a new healthier style doughnut brand, Urban Legend, on its initial funding rounds.

The funding was raised from a range of venture capitalist funds, health charities and angel investors.

The Founder of Believe in Science and former CEO of Graze, Anthony Fletcher, was inspired by the need to tackle the UK’s obesity crisis and provide an alternative to the readily available high sugar and high fat products in the bakery market.

By combining scientific research and new technology, Believe in Science created steamed doughnuts that are less than 160 calories each, the same as a piece of buttered toast.

Joelson’s Corporate team was led by Managing Partner, Phil Hails-Smith and supported by Senior Associate, Gayle Hawke and Solicitor, Emma Vantine.

Anthony Fletcher, Founder of Believe in Science, said:

“Having worked with Joelson whilst at both innocent and Graze, it was a no-brainer to bring them in on Believe in Science. Phil and the team have been fantastic from the start and continue to be as supportive, responsive and technically astute as ever and it has been a pleasure to have them as our legal advisers.”

Phil Hails-Smith, Managing Partner at Joelson, added:

“We are thrilled to have worked with Anthony again on his new venture and we have full confidence that this is a unique and great tasting product which the bakery industry needs. We are extremely proud to be supporting the “better for you categories” in the consumer goods space and working with Anthony has been a pleasure once again we look forward to helping with future growth and expansion.”


This article is for reference purposes only. It does not constitute legal advice and should not be relied upon as such. Specific legal advice about your specific circumstances should always be sought separately before taking or deciding not to take any action.


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