Doughnotts unveils Freddo doughnut at nostalgic price of 10p

Doughnotts is offering some sweet relief to inflation and the cost-of-living crisis with a doughnut topped with a Freddo chocolate bar for just 10p.

However, the Nottingham-based doughnut specialist is putting the bargain bakery treat on sale for one day only – this coming Friday (31 May) – at its eight stores across the East and West Midlands.

Weighing in at a little over 650 calories each, it comprises a ring doughnut topped with chocolate frosting, hand-finished with chocolate cake crumb and a Freddo chocolate bar.

The initiative is said to pay homage to the days when you could purchase a Freddo for just 10p. The frog-themed bars were originally launched by Cadbury in 1930, remaining at 10p until 2005 but rising to 25p by 2016 and 30p a year later. Its current registered retail price is now 49p.

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Doughnotts said that, as a result of the steady price hikes, Freddo bars have often been informally used as a measure of inflation rates and the rise in cost of living.

“Freddo is an absolute favourite among chocolate lovers but there’s always such a furore over its rising cost,” commented Lauren Quick, marketing manager for Doughnotts. “The price has multiplied massively since being relaunched by Cadbury in the 1990s, and people taking to social media are outraged.”

Quick revealed Doughnotts wanted to give its customers a bit of nostalgia, especially as Cadbury’s celebrates its 200th anniversary this year. “In a nod to the treat, we have given Freddo an amazing doughnut ‘lily pad’ to sit upon. Who knew you could improve on this classic treat? It will be our cheapest doughnut ever,” she noted, adding that they would be limited to one per customer while stocks last.

Speciality doughnuts at Doughnotts, such as the ever-popular Biscoff and the Red Velvet varieties as well as vegan options like Eton Mess, Apple Pie, and Cherry Bakewell, sell for between £2.95 and £3.95.

The company claimed it sells over 15,000 doughnuts per week on average across its estate, which includes shops in Nottingham, Derby, South Normanton, Lincoln, and Cannock. It has recently brought back its online nationwide delivery service due to high customer demand.

Earlier this year, the firm launched a collaboration with Nottingham-based street food vendor Working Man’s Kitchen to create the Nottsville Hot, a spicy fried chicken burger in a sweet-glazed doughnut bun that was sold at Nottingham Forest’s home games. The two brands also combined to create a doughnut pizza.

Freddo Friday comes just a few days after National Doughnut Week, which saw bakers accross the nation whip up sweet treats to delight customers and raise money for The Children’s Trust.