British artisan brand Dum Dum Doughnuts is opening its first retail outlet at Box Park, Shoreditch, London this month.

Calling itself the UK’s first ‘Donutterie’, the baked doughnut business was founded by patisserie owner Paul Hurley.

Opening on 25 February, the business has secured a three-year lease in the fashion section of the Park, and aims to open three outlets in London this year.

The launch follows success at Westfield Stratford Shopping Centre, London, where the brand was trialled in November last year and January 2014.

Speaking to British Baker, Hurley, who has previously worked for Dunkin’ Donuts UK, said the business aimed to fill the gap for artisan doughnuts in the UK.

“By using sunflower oil and baking the doughnut we can control how much fat we use,” Hurley said. “We’ve been really successful at Westfield, and we’ve had queues of people waiting to buy before the product is even out.”

Having repeatedly sold out of doughnuts, he added that the business will open an online shop to meet customer demand.

Using fresh ingredients daily, flavours include creme brûlée, toffee apple, toffee apple cinnamon, and the ‘Zebra’, containing chocolate buttercream and ganache.

Hurley has also designed a low-fat raspberry preserve doughnut, containing six grams of fat, compared to the traditional American jam doughnut, which contains 17g.

Traditional American-style doughnuts cost £1.80 each, or £6 for a box of six. Those using a croissant pastry, like a cronut, are £3, or two for £5. A mixed box containing two croissant doughnuts and six others is £10.

They are produced using local flour in Essex at Pilgrim’s Patisserie, which Hurley owns with a business partner.