Central Foods rolls out mini doughnuts and muffins

Frozen food distributor Central Foods is tapping increasing demand for smaller sweet treats with a five-strong range of bite-sized baked products.

The new KaterBake products consist of three types of mini doughnut balls – jam-filled, chocolate-filled and sugared – which have a defrosted shelf life of three days and are available in packs of 70. Weighing 19g each, the sugared doughnuts are made from a traditional soft butter dough sprinkled with sugar, while the 25g jam variant is filled with a raspberry, blueberry and blackberry jam.

Two types of mini muffins – apple and cinnamon and chocolate hazelnut – complete the range.

The chocolate variant features chocolate chips, a chocolate hazelnut filling and crumble topping, while the apple ones are filled with an apple purée filling and crumble topping. Both variants, which weigh 26g, have a defrosted shelf life of two days and come in packs of 42.

“Consumers love to treat themselves, but there’s a growing awareness of health which is leading to a rise in popularity of smaller portions and products,” said Gordon Lauder, Central Foods MD.

“Mini options of some of Britain’s favourites, like doughnuts and muffins, fit really well with a number of current trends in food to go,” he added, noting a blurring of traditional meal times, meaning consumers are eating baked goods throughout the day.

“The trend to share snacks is on the rise, and these mini baked goods are perfect items to offer as a selection at a counter. They can be popped into a bag to take out, as well as to eat in.”

Central Foods has been focusing on healthier products recently with the launch of beetroot and pumpkin flavoured rolls and wraps in October. Expanding its gluten-free portfolio has also been a key driver of NPD with a free-from sausage roll and doughnuts.

The launch of mini doughnut balls follows the arrival of Tim Horton’s in the UK. The Canadian chain is known for its signature Timbits – bite-sized doughnuts that come in a variety of flavours.

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