This year’s National Doughnut Week (11-18 May) has been launched with a brand new image.

The week-long event, sponsored by CSM United Kingdom, has been organised for UK craft bakeries, high street coffee shops and food retailers to celebrate and promote the sweet bakery treat to its customers, while helping to raise money for The Children’s Trust charity, .

Last year, the Week raised more than £20,000, bringing the grand total raised over the last 22 years since the event started to £755,000.

Christopher Freeman, founder of National Doughnut Week and president of the National Association of Master Bakers, said: “This is one of the best-loved, publicity-raising events in the calendar for high street bakers and food retailers and their customers. There is something about doughnuts that just makes people happy.”

He added that the organisers behind the Week hoped to raise in excess of £25,000 this year to help children with complex health needs, brain injuries and multiple disabilities.

Last year, National Doughnut Week saw staff at Birds of Derby’s Albert Street outlet attempt to break the world record for the largest doughnut stack, while Crieff-based Campbell’s Bakery launched a competition tasking young bakers to ‘Design a Doughnut for Charity’.

For more information about National Doughnut Week 2013, email or leave a message on the National Doughnut Week Facebook page.