Planet Doughnuts - Taylor Swift Eras tour NPD - 2100x1400

Source: Planet Doughnut

Planet Doughnut supplied a range of three Taylor Swift-themed doughnuts to Wembley Stadium over the weekend to sell to fans attending her Eras Tour concerts.

The Shrewsbury-based doughnut specialist took design inspiration from two of the American pop star’s albums plus her tour poster to create the trio of limited-edition sweet treats.

The Lover doughnut replicated the pink and white colour scheme from the 2019 album’s cover in its icing and crème filling respectively, adding pink and white sprinkles on top. ⁠The Midnights version, meanwhile, featured blue-white chocolate ombre icing with gold edible glitter and blue and white crème centre as a nod to Swift’s 2022 album. Lastly, the Eras Tour doughnut had pink, orange and white chocolate icing in an ombre style with a white crème centre⁠. ⁠

Planet Doughnut managing director Rob Jones revealed they had pitched the doughnuts to the venue a few months ago, prior to securing the supply deal for the shows on 21, 22 and 23 June.

Head of marketing Alice Turnbull, described as a “self-diagnosed Taylor Swift addict” by Jones, helped lead the design process at Planet Doughnut. She said she had been tagging Swift in all the brand’s social posts for the doughnuts, “so hopefully she sees them and loves them”.

Swift is currently in the midst of her recording breaking The Eras Tour, which began in March last year and continues until December 2024. Consisting of 152 shows spanning five continents, it has become the highest grossing concert tour in history and the first ever to surpass the billion-dollar mark (£788m) in revenue. Almost 90,000 attended each Wembley gig, with Swift set to return for five more shows between 15 and 20 August.

Planet Doughnuts MD Rob Jones (left) and head of marketing Alice Turnbull said they pitched the idea of selling Taylor Swift themed doughnuts to Wembley months ago  2100x1400

Source: Planet Doughnut

MD Rob Jones (left) and head of marketing Alice Turnbull

Jones noted that Planet Doughnut had also made tens of thousands of doughnuts for Beyonce’s string of five dates at Tottenham Hotspur Stadium in London last year. “It’s nice to be following that up this year with Taylor Swift,” he added.

Despite a “thriving” wholesale business, including a deal to supply more than 70 Co-op stores across central England secured last year, Planet Doughnut has struggled with trading difficulties at its retail stores. Last month, it announced the closure of five of its eight shops across the West Midlands and northwest, of which four were operated by a franchise partner.