Krispy Kreme is helping customers get a morning sugar rush with its new “Dessert Doughnut Collection” inspired by three over-the-top, sweet treats. The limited-edition doughnuts include a Banana Pudding Doughnut, filled with banana pudding and topped with vanilla wafers, a Coconut Cake Doughnut crowned with cream cheese and shredded coconut, and a Mississippi Mud Pie Doughnut, a chocolate pie Kreme doughnut drenched in marshmallow drizzle and graham cracker crumbs. The indulgent desserts are available at Krispy Kreme’s in the U.S. and Canada throughout the month of June and can be ordered singularly or as a dozen, where customers get to try three of each flavor.
Krispy Kreme’s dessert doughnuts are its latest confectionery hybrid. At the beginning of June the company’s Australia stores unveiled Snickers doughnuts, including an original Snickers Doughnut and a Filled Snickers Inspired Doughnut. Similar to the dessert doughnuts, Krispy Kreme Australia is making its doughnuts available for a short time only. Releasing new products as limited-edition could build up anticipation with eager fans, particularly when promoted on social media where restaurant brands can leverage display advertising to engage with customers, according to a Gartner report on the topic. As such, Krispy Kreme took to Twitter and Instagram to announce the Dessert Doughnut Collection to its more than two million followers. As its dining rooms are still closed during the Coronavirus pandemic, Krispy Kreme is promoting its new doughnuts through drive-thru and delivery options.
Krispy Kreme’s new collection solidifies the doughnut’s role as a morning dessert and could help set the brand apart from other sweetmakers. By creating a new collection, Krispy Kreme could stay top of mind with consumers to sweeten up socially-distanced mornings or in need of a treat as they return back to work.