New artisan doughnut concept Crosstown Doughnuts has launched today in London with a market stall.
The business will trade from a pitch at Leather Lane Market, Farringdon - after British Baker revealed last month the concept was targetting the capital.
By the end of the month, Crosstown Doughnuts is aiming to launch a doughnut truck to reach consumers at London festivals, with a store in the pipeline. On social networking site Twitter, the business also revealed that it will be offering delivery within central London very soon.
The concept is backed by Adam Wills, co-founder of the Gourmet Burger Kitchen. Directors also include Marcus Miller, founder of Miller’s Bespoke Bakery, a wholesale bakery based in Wimbledon, and entrepreneur Jian-Peng Then. Baker, television presenter and author Dean Brettschneider has also joined the group.
Additionally, Crosstown Doughnuts is guided by shareholder Peter Gordon, executive chef and co-owner of London’s Kopapa and The Providores & Tapa Room.
In a statement, Then said: “After many months of planning, we’re thrilled to launch Crosstown – offering something innovative and exciting for the British palate. Crosstown’s doughnuts are perfect for Londoners’ craving creative flavours and high-quality, fresh ingredients.”
On Twitter, Crosstown Doughnuts said: “It all kicks off tomorrow at Leather Lane markets. Get your gourmet doughnut hit, London!”
According to the business, the name Crosstown embodies the diverse, multicultural backgrounds of the founders and majority shareholders.
Described as premium British doughnuts, flavours include cinnamon, berry compôte, chocolate chilli cream, chocolate custard, peanut butter and currant, creme brûlée, and vanilla bean custard.