National Doughnut Week is back for 2015, from 9 to 16 May, and registration is open for bakers to maximise their sales. 

Craft bakers, coffee shops and other baking businesses are encouraged to use the week to increase footfall, sales and spread awareness.

Lisa Boswell, marketing manager for bakery ingredients and products supplier CSM, which supports the week, said: “We are extremely proud to be supporting National Doughnut Week for yet another year. We hope to encourage businesses to get creative with their doughnut baking and inspire their customers to get involved in this year’s National Doughnut Week.

“A great doughnut offering for National Doughnut Week is our Halo doughnut – a sticky ring doughnut that also has a delicious filling. Bakers can tailor these by adding their own decoration and sprinkles for a simple but individual doughnut to impress customers throughout the week.”

Each doughnut bought at participating bakeries raises money for The Children’s Trust, the UK’s leading charity for children with brain injury.

Phil Tufnell, Ambassador of The Children’s Trust, said: “National Doughnut Week is a fun event, supporting a worthy cause. Everyone deserves a treat now and then so, whoever you are, please take part and help raise money for a very special charity.”

Sign up at www.nationaldoughnutweek.co.uk and receive a POS kit funded by CSM for ideas to raise sales during the week, as well as create posters and leaflets. Registration costs £5 per shop or a maximum of £25 for five shops or more.

Ideas and inspiration

London-based chain Crosstown Doughnuts has innovated early for St Patrick’s Day today with a shamrock-shaped doughnut. It is filled with alcoholic Baileys Irish cream and rich Belgian chocolate ganache. The company is encouraging customers to tweet with the hashtag #patrickwouldbeproud.

Meanwhile, US doughnut giant Krispy Kreme has just launched the Reese’s Peanut Butter Doughnut. It is filled with peanut butter cream and coated in chocolate icing, hand-decorated with crunchy nuts and drizzled with dark chocolate icing.

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