Bakers across the UK have been signing up for this year’s National Doughnut Week and are urging others to take part with ideas on how to maximise sales.

Kim Cowley of Warings Bakery chain in Berkshire has taken part every year since Doughnut Week began. Soon to open its sixth store, the chain gets everyone involved, with employees dressing up as popular children’s characters and linking with local radio to create competitions, offering a baker’s dozen of doughnuts every day. "Every year we try to create special limited-edition doughnuts for our customers and look forward to the weird creations that are requested," said Cowley.

NA president Mike Holling of Birds the Confectioners in Derby said it is a great week for team-building: "Every baker should have a go. It doesn’t take a lot of effort, thanks to all the support provided by sponsor BakeMark, and every year for the last five years, we have increased the amount of funds raised."

His recommendations are fancy dress and lots of cream, caramel and jam doughnuts.

National Doughnut Week runs from 10-17 May and raises money for the Children’s Trust. It offers craft bakers a chance to increase sales while raising money for charity. This year, all participating bakers will be entered into a draw to win a trip for two to London. The winner will visit The Children’s Trust to see how the money raised is spent before being treated to dinner and an overnight stay in a top London hotel. For more information email: