Krispy Kreme UK is playing cupid this Valentine’s Day to celebrate the launch of its new product range with a matchmaking social media game.

The doughnut retailer has introduced two new varieties, which are on sale from 28 January to 17 February, and will be available from its UK stores and cabinets based in Tesco supermarkets, WH Smiths and motorway service stations.

Products include a Red Velvet Cake, which has been dipped in white chocolate icing and filled with cream cheese and topped with heart-shaped candy. In addition,the company has developed a Chocolate Truffle heart-shaped doughnut, which has been filled with a chocolate truffle cream and strawberry jam and finished with white chocolate icing.

To raise the profile of the new Valentine’s range, Krispy Kreme has also brought back its Love Roulette application hosted on its Facebook page. It includes a game which allows online users to match up with one of their own Facebook friends.

As part of the game, participants will receive a voucher for a free doughnut of their choice when they purchase any of the new Valentine’s sweet treats.