Krispy Kreme is to extend its presence in the UK, targeting Millennials and ‘smart snackers’. 

The brand told Marketing Week it was important to ‘reinvigorate’ the brand. It also said it wanted to boost its brand awareness, as YouGov Brand Index figures showed the brand was at the bottom of the rankings - a measure of a range of metrics, including quality, value and impression, compared to 24 competitors.

Krispy Kreme’s marketing manager Alison Reeves told the publication: “There are lots of competitors coming in all the time, so it was important to reinvigorate what we’re about.

“Millennials are one of our target groups, who we like to call ‘smart snackers’. They want to grab a snack and go, and they’re a big market for us. By focusing on Millennials, we can then build on that relationship to take the brand through the years,”

“We’re going to focus more on the doughnut towers during Q4 of this year, when the wedding shows come up. This September/October time, we’ll be doing a big expansion on wedding press, which isn’t something you might expect from us.”

The doughnut firm has been in the UK since 2003, and is said to be opening six more stores in the next few months. It has 500 concessions in Tesco stores, plus 55 standalone stores.