Anthony Fletcher: Founder of Believe in Science

December 14, 2024·28 min·2 clips

Anthony Fletcher explains why he's obsessed with proving you can make tasty doughnuts without sugar and fat.

Anthony Fletcher, founder of Believe in Science, joins host Elliot Moss to discuss his mission of using science to create healthier versions of popular junk foods. Fletcher is a former executive at Innocent Drinks and Graze who now leads a research-driven food business. This final 2024 episode explores his entrepreneurial journey and scientific approach to food reformulation. Fletcher's company launched the doughnut brand Urban Legend in 2020, using natural ingredients and air frying to reduce sugar and fat by 30%. Each doughnut contains roughly the same calories as a glass of milk. He argues that for the past century, the food industry has excelled at making tasty items with sugar and fat, but alternative methods exist. Fletcher believes it is easier to improve existing popular foods than to change consumer eating habits entirely. His career began when he, at age 23, showed up unannounced at Innocent Drinks' offices after reading a job invitation on their packaging, wearing a suit to their industrial estate location. He credits the three Innocent founders—John Wright, Richard Reed, and Adam Balon—with teaching him about product, marketing, and commercial drive. Fletcher states that ego is the trait he dislikes most in colleagues, as it hinders teamwork and achievement. A surprising claim is that Fletcher became a millionaire relatively young but only desired to purchase an expensive, automated wooden chess set. He is deeply dissatisfied with his own doughnuts and constantly tests competitors' products, recently buying three from a Tesco in Farringdon. The business produces enough that a doughnut is eaten approximately every ten seconds from their West London factory. Fletcher explains that great scientists need self-doubt, constantly checking their work, while entrepreneurs thrive on making quick decisions with limited information. He finds the entrepreneurial process provides constant challenges and adrenaline, which he prefers over the slower pace of lab work. His motivation combines a belief that better foods can be created and a desire to prove wrong an industry that says sweet bakery goods require large amounts of sugar and fat. The tone is conversational and reflective, blending personal anecdotes with business and scientific insights. The style is interview-based, with Moss prompting Fletcher to explore his motivations and past experiences. Listeners interested in food science, entrepreneurial origin stories, and mission-driven business would enjoy this episode. Those seeking a highly technical discussion of food chemistry or a debate on nutrition policy might find it less engaging.

As heard by us

A founder story that links science, doubt, and time as parts of the same problem.

Anthony Fletcher’s route runs from chemistry and lab research into entrepreneurship, and the episode keeps that turn grounded in Innocent, Graze, and Believe in Science.

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Why you'd press play

A founder who moved from chemistry benches to snack brands before building his own science business.

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