Building on last year’s success of its Chunked N’ Loaded Cookies, M&S has launched a new range of ultra-indulgent doughnuts at in-store bakeries.
The retailer revealed its new Dunked N’ Loaded doughnuts are made using a signature enriched ultra-light dough recipe with a generous helping of premium filling. They come in the following four flavours:
- Strawberry & Matcha – filled with Kentish strawberry jam and finished with matcha icing and freeze‑dried strawberries
- Chocolate – packed with a filling of dark chocolate crème and finished with chocolate curls
- Pistachio – bursting with pistachio crème and topped with caramelised & roasted pistachios and a zingy lemon glaze
- Lemon – loaded with tangy M&S lemon curd and topped with freeze‑dried raspberry pieces.
Priced at £2 each (or £6 for a four-pack), the doughnuts are available now at over 600 M&S Foodhalls across the UK.
“At M&S, we’re obsessed with creating the kind of sweet treats people can’t help but talk about, rush out to try, and share all over social media,” commented Harry Peak, lead product developer for the in-store bakery at M&S Food. “After seeing the unbelievable reaction to our Chunked N’ Loaded cookies last year which literally broke the internet, we knew our next launch had to be even bigger.”
M&S sold a whopping 70,000 of its Chunked N’ Loaded cookies on the first day alone, with over half a million snapped up within the first week of launch – 63% above its original forecast.
Peak noted that, after looking at what was out in the high street already, his team couldn’t see any doughnuts pairing ultra-light, melt-in-the-mouth dough with bold, modern flavours. “So, we set out to change that with Dunked N’ Loaded,” he said.
“We’ve taken everything shoppers adore about the American style bakery trend dominating TikTok and Instagram and pushed it further: a lighter dough, deeper fillings, and bolder flavours and toppings to ensure every bite is a moment of indulgence,” he added.
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