Planet Doughnut trio of products

Source: Planet Doughnut

Planet Doughnut has landed a deal to stock its range of handmade and hand-finished products at more than 70 Co-op stores across central England.

The contract sees the Shrewsbury-headquartered firm, which we listed as one of the three bakery businesses to watch in 2023, starting to sell its core range of classic and vegan doughnuts at selected locations in Derbyshire, Leicestershire, Staffordshire, Warwickshire, Worcestershire, and Herefordshire.

The doughnuts are available in individual boxes presented on a Planet Doughnut branded cardboard stand, with flavours including Cookies & Cream, Lemon Meringue, Caramel Brownie, Salted Biscoff, Last Rolo, and The Homer – a Simpsons-inspired raspberry iced ring doughnut with sprinkles.

They are retailing at £3 each, although introductory offers such as two for £4 will be running at some of the stores.

Planet Doughnut's Lemon Meringue in individual box

Source: Planet Doughnut

Planet Doughnut was founded by Duncan and Samantha McGregor out of their family garage in 2017, and has since grown to offer wholesale and online home delivery nationwide, as well as operate a total of eight stores across the West Midlands and Northwest. This includes its original outlet in Shrewsbury, along with Chester, Newcastle-under-Lyme, Telford, Widnes, St Helens, Warrington, and Lichfield, with the ambition to expand its estate to more than 50 shops by 2025.

The company said it hopes to roll out its products to more Co-op stores in the near future. “We like the support the Co-op gives to other businesses and the fact it guarantees its food is ethical, sustainable and of exceptional quality – just like our doughnuts,” said co-founder Duncan McGregor.

“We’ve been a Safe And Local Supplier Approval (SALSA) accredited bakery for two years and have established a best-selling range of retail doughnuts in our turquoise boxes. With our UK-wide distribution and excellent customer service team, we were able to win this important contract, which will help us grow and offer doughnuts to more of the UK than ever before,” he added.

Planet Doughnut currently produces 35,000 doughnuts per week from its purpose-built factory in Shropshire, with production set to double this year. It has an ever-changing menu of over 100 varieties said to embrace inventiveness and quirky flavour combinations, as highlighted in our recent doughnut trends feature.

It made 16,000 custom doughnuts for sale during Beyonce’s sold-out run of shows at Tottenham Hotspur Stadium in London in late May and early June, including a ‘Put a Ring On It’ doughnut complete with silver glitter and edible jewels.