Brand firm offers secret for healthier donuts

03 August, 2011
Page 4 

A method for making healthier-option baked donuts has been made available for licensing through brand consultancy Intangible Business.

According to the firm, the manufacturing process would enable bakeries and coffee shops, for example, to make a donut that was less than half the fat of a full-fat fried donut. Blind taste tests showed that consumers preferred the taste, lightness and fluffier texture of the new baked donut, to other leading deep-fried donuts, said the firm.

"We know consumers are looking for new ways to minimise calorie and fat intake and they are prepared to spend more on higher-quality, healthier food snacks," said Thayne Forbes, joint MD, Intangible Business. "By securing exclusive rights to use this process, retailers can exploit that demand and gain a competitive advantage over their rivals."





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