Krispy Kreme to launch doughnut pop-up and NPD

Krispy Kreme is expanding its range with two new products and hosting a two-day doughnut playground to celebrate their launch this March.

The NPD, called Original Filled, see Krispy Kreme’s Original Glazed Ring Doughnuts filled with one of two fillings – Nutty Chocolatta and Caramel. They roll out nationwide today (25 February) and will be available until 7 April at £1.90 per doughnut.

To celebrate the launch, Krispy Kreme is hosting a two-day experience in London’s Leicester Square. It will be open to the public free of charge on 8 to 9 March 2019.

Described as a “deliriously delightful and delicious space, filled with intriguing surprises”, it will feature a ‘lucky-dip’ porthole that delivers the new Original Filled doughnuts to guests with three flavours – Raspberry, Custard and a surprise one – exclusively available at the pop-up.

Krispy Kreme first entered the UK market in October 2003 and now operates more than 120 stores with a presence in 900-plus cabinets with retail partners including Tesco.

Last year the doughnut specialist collaborated with soft drinks brand Vimto for limited-edition Halloween doughnuts and teamed up with Lotus Biscoff to create a S’mores one.

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