Doughnut giant Krispy Kreme has become potentially one of the first big bakery companies to utilise Twitter’s live streaming application.

The company used Periscope, an application owned by social media site Twitter, which allows smartphone users to broadcast video live to their followers.

Krispy Kreme used the app for the first time to announce its #WinKrispyKreme contest.

A spokesperson said: “The broadcast went smooth and had good first time participation. We are making plans around the use case and strategies around using the tool in the future.”

Meanwhile, the giant has relaunched its Reese’s Peanut Butter doughnuts, after a customer survey revealed that 76% of people wanted to see the product back in-store instead of bringing back the Glazed Kreme.

Alongside the doughnut, it has also created a Reese’s Peanut Butter milkshake, and a Reese’s Crunch ring doughnut.

The products were launched into stores and cabinets yesterday (Monday 20 July).