Krispy Kreme®

Famous for their hand-checked, hand-filled and hand-decorated doughnuts that are made fresh every day, Krispy Kreme® partnered with Biscoff to showcase their popular Created With Biscoff doughnut, which belongs in their core range, as well as the Biscoff shake. Other successful Biscoff products include the Brookie doughnut and the Biscoff iced ring doughnut which previously launched as part of their limited time offering.

Biscoff ‘Created With’ logo provides added reassurance to Krispy Kreme® customers

Famous for their hand-checked, hand-filled and hand-decorated doughnuts that are made fresh every day, Krispy Kreme® is a doughnut maker founded in 1937 in North Carolina. The chain currently operates over 141 shops around the UK and as well as their melt in mouth doughnuts offers customers a range of beverages including hot & iced coffees, espresso drinks, teas, hot chocolate, frozen coffees, chillers and milkshakes.  Krispy Kreme UK & Ireland produce 120 million doughnuts a year and has recently sold their 5 billionth doughnut. Colin Owen, Head of Procurement at Krispy Kreme UK & Ireland explains more about the range they offer:

‘We have 16 different doughnut flavours, and constantly introduce new flavours to the range. Our iconic flavours such as the Original Glazed and the Biscoff doughnut are the most popular and have been in our range now for almost 12 years carving out a real loyal following. The reason we introduced Biscoff to the range was because it's so unique in the flavour profile that it brings and can't be matched by any of our other varieties.’

When it comes to introducing new products to the menu, Jo Sheehan, Head of Food at Krispy Kreme UK & Ireland, and her team conceptualise what flavours to look at, and since the partnership began with Biscoff the flavour has been included in a number of different menu items as Jo explains:

‘The Biscoff Brookie doughnut was incredibly successful, as was the Biscoff Iced Ring, but nothing has knocked off the original Biscoff doughnut from being our second bestselling product.’

Partnering with Biscoff is about more than creating a product which packs the unique flavour that is Biscoff, it’s also about Krispy Kreme® having a product that carries the Biscoff seal of approval so customers know their expectations will be met in terms of flavour. Jo tells us how important this is for Krispy Kreme: 

‘It's incredibly important to us that we have the Biscoff ‘Created With’ logo on our doughnuts. It gives customers a sense of security that we are using the official ingredient in our products. When customers come in and see Biscoff doughnuts in the cabinets and at our retail stores, they instantly recognise the logo and appreciate the taste sensation it's going to bring. They connect with the Biscoff brand and they know the amazing flavour they're going to receive from our doughnuts.'

Colin adds:

‘It's really important to be working with established brands and having their identification on the menu because it gives the customer reassurance that the flavour they're going to get with that product is the same as when they buy it in other formats, whether it's the packs of biscuits, the spreads or the ice creams.’