A basket of Easter eggs being exchanged for Krispy Kreme doughnuts

Source: Krispy Kreme

Krispy Kreme has teamed up with charity FareShare on an initiative which sees consumers swap unwanted Easter eggs for doughnuts.

Nicknamed the ‘Eggschange’, it is designed to help those struggling with the cost-of-living crisis and unable to afford Easter eggs this year receive them via FareShare’s network of charitable food redistributors.

Figures from Krispy Kreme and FareShare show that over 5.3m UK adults (10% of the adult population) say finances are so tight this year they may have to forgo buying Easter eggs for themselves and their families. Of those due to spend less on Easter eggs this year, over two thirds (66%) put this down to limited budget and needing to prioritise their spending.

Consumers can take part in the Eggschange by visiting a participating Krispy Kreme store between 7 and 10 April and donating an Easter egg in exchange for a four-pack of Easter doughnuts.

The limited-edition Easter doughnut range from Krispy Kreme includes:

  • Hip Hop Hooray (from £2.45) – strawberry-flavoured icing, topped with Easter-themed sprinkles
  • Burrowing Bunny (from £2.95) – filled with brownie batter, topped with cookie crumble, flower and bunny decorations
  • Bun-dle of Joy (from £2.95) – filled with white chocolate-flavoured Kreme, dipped in white icing and finished with a cheeky face
  • Eggs-travaganza (feature pack exclusive) – topped with a swirl of chocolate frosting and finished with chocolate eggs

The doughnuts are also sold as feature four-packs (from £9.50) including one of each Easter-themed variation, as well as a feature dozen-packs (from £20.95).

“Due to the rising cost-of-living crisis, many families will be unable to afford the joyful act of exchanging Easter eggs. We are delighted to work with Krispy Kreme on their mission to redistribute Easter eggs to those who might otherwise go without this year, by generously donating to our network of over 9,500 charities and community organisations across the UK,” said Hilary Nithsdale, commercial manager at FareShare.