It’s National Doughnut Week which means the nation, myself included, are indulging in the sweet treats, in the name of charity of course.
The annual fundraising event, running from 10 to 18 May 2025, sees bakeries, cafes, and other establishments donate a portion of their doughnut sales to The Children’s Trust.
Notably though, nearly every single doughnut sold will be sweet, leading me to ask the question – will the UK ever be ready for savoury doughnuts?
Many baked goods can easily swing sweet or savoury led by the toppings and fillings, think pastries, pies, and even muffins. And yet doughnuts sit firmly in the sweet camp pumped full of jam, custard, chocolate, and caramel before being smothered in equally indulgent toppings ranging from sprinkles to entire chocolate bars, crème patisserie, and roasted nuts.
“It’s about blurring the lines between sweet, savoury, and umami – and seeing just how far the format can stretch”
It’s not just my personal desire to eat a cheeseburger sandwiched between two glazed doughnuts that has got me pondering this. In my recent research exploring the trends in the doughnut market, savoury doughnuts were highlighted by several suppliers as an opportunity up for grabs.
Rob Jones, managing director of Planet Doughnut which supplies frozen doughnuts, describes them as “a canvas for flavour, for celebration, for storytelling”. As part of this, the supplier is exploring the rise of savoury doughnuts as they “step out of their sugary comfort zone and into the world of lunch alternatives”. “We’re developing concepts that range from ready-to-eat savoury options, to doughnut-based burger buns and brioche-style hybrids. It’s about blurring the lines between sweet, savoury, and umami – and seeing just how far the format can stretch,” he says.
This has resulted in aptly named The Spice Girls Savoury Doughnuts designed to be used as a burger bun or sandwich carrier. The line-up features a trio of options – Hickory Smoked (a caramel iced doughnut topped with smoked hickory spices), Hot Buffalo (a glazed doughnut with buffalo-style herbs and spices), and Umami Crunch (caramel iced doughnut topped with umami herbs and spices).
Crosstown has also dabbled in the world of savoury doughnuts as part of a collaboration with cheese specialist Cheesegeek. The very limited-edition Double Cheese & Sundried Tomato doughnut was filled with a smooth, nutty Spenwood cheese custard and tart sundried tomatoes, all coated in a rich Rutland Red cheese glaze and topped with spiced peanuts for crunch.
Leeds-based Doh-hut also caused a stir on social media thanks to its hybrid The Dagel. Unlike the firm’s other doughnuts, it remains un-sugared, instead dipped in butter and everything bagel seasoning before being filled with cream cheese, creme fraiche, lemon zest and juice.
CSM Ingredients, sponsor of National Doughnut Week, also sees the potential in savoury doughnuts “especially amongst younger audiences who are constantly seeking out new flavours/combinations and trending foods”. “Chicken shops and their influence is huge this year and doughnuts cut in half and paired with fried chicken or mini doughnut balls served on the site of chicken burgers to create the ultimate indulgent sweet and savoury combination will be in demand,” enthuses Miriam Bernhart, director category bread & pastry solutions, for the firm.
If the success of YouTube shows Hot Ones and Chicken Shop Date are anything to go by, then the popularity of fried chicken and chicken wings could be one to tap into with savoury doughnuts.
If you’re not brave enough to go all in on savoury, embracing sweet and savoury flavours could be a good first step. “Flavour mixing such as bacon and maple or honey and chilli for example appeal to demand for ‘savoury-sweet’ bakery and the current trend for swicy flavours which combine sweet and spicy in one hit,” believes Liz Gabriel, bakery specialist at flavour house I.T.S.
So, will savoury doughnuts be as big as sweet ones? Probably not. But could they help diversify the customer base and tap into new opportunities? Almost certainly.
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