Feature Synopsis 2019: Doughnuts

How have Britain’s supermarkets reacted to consumers’ growing appetite for premium doughnuts?

  • Publication date: 12 February 2019
  • Editorial submissions deadline: 14 January 2019
  • Editorial contact: amy.north@wrbm.com

How have Britain’s supermarkets reacted to consumers’ growing appetite for premium doughnuts?

Consumers – particularly younger consumers – expect far more from a doughnut than some icing or a simple filling, and supermarkets are upping their game to give them what they want.

This article will look at how supermarket doughnut ranges are developing to meet demand for more interesting and premium products.

Supermarkets will be asked how their doughnut offer has evolved, while ingredients and product suppliers will be asked how they are helping retailers add interest to their ranges.

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