Doughnut retailer Krispy Kreme has secured a contract with Center Parcs in its first foray into the leisure sector. 

It now provides self-service cabinets in five of Center Parcs’ sites in a move planned to grow its UK presence. The cabinets will display more than 12 varieties of doughnuts to customers including original glazed, strawberry gloss and peanut butter Kreme.

All doughnuts will be made fresh daily and delivered from the retailer’s local Hotlight stores.

Simon Browning, strategic partnerships manager at Krispy Kreme UK, said: “We have a highly successful history of working together with brand partners to share the joy of Krispy Kreme and this has enabled us to reach more people, in new areas, across the UK.

“We are, therefore, very excited to launch into the leisure sector with this new partnership. We feel strongly that Center Parcs is a great fit with the Krispy Kreme brand, not only in terms of its quality offering and ethos of creating special family moments, but also because it shares many of our key customer bases. We’re excited to see the reaction to fresh Krispy Kreme doughnuts from guests.”