Bakers across the UK are being encouraged to sign up now for National Doughnut Week, taking place from 16 to 24 May.
The annual charity event sees a portion of the sales of doughnuts specially created for the week donated to The Children’s Trust.
This vital funding will help the UK charity support children with brain injuries, delivering rehabilitation, education, and community services through skilled teams who work with young people and their families. Every year 40,000 children in the country are left with a brain injury as a result of an accident or illness.
Bakeries can let their creativity run wild through showstopping fillings and finishes and ensure there’s a doughnut to celebrate everyday moments and occasions, from birthdays and get-togethers with friends and family to workplace events and seasonal celebrations.
“We are encouraging bakeries of all sizes to register and be part of a nationwide cause that champions baker’s skills and inspires customers to celebrate with doughnuts and maybe even launch new delicious occasion-based doughnut ranges for ‘little treats’,” commented Ryan Gaskin, group leader traditional trade at CSM Ingredients, the sponsors of National Doughnut Week.
“We know that consumers are looking for experience-led and shareable treats and doughnuts are seen as a ‘mini escape’, so bakers are being encouraged to utilise bold flavours and premium fillings, personalised decorations and themed collections. Sitting alongside every-day ranges, occasion doughnuts allow bakers to showcase their skills and raise funds for such an important charity.”
Since its launch in 1992, National Doughnut Week has raised a remarkable £1.2m for charitable causes. The Children’s Trust has received £672k of this total.
“We’re delighted to be part of National Doughnut Week again this year,” said Michelle Martin, director of fundraising and communications at The Children’s Trust. “The creativity and generosity of every baker, café, and customer helps us continue providing specialist rehabilitation and care to children with brain injury and neurodisability when they need it most.
“Thank you for rising to the occasion and for proving that small treats can make a big difference,” she added.
All administration costs for the week are covered by the sponsors. Registrations for bakeries or office events can be made via the official website here.
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