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An Indulgent Treat


The British consumer loves a treat, and what is more of an indulgent treat than a fluffy, topped & decorated doughnut! The classic sweet bakery item has grown in popularity over the years with many chains and independent operators focused solely on this sweet treat.  
Current data shows that we’re seeing a strong bearing on occasion-led and convenience-led consumers; meaning that whilst consumers want those elements of premiumisation and indulgence, they are typically more value-conscious and seeking convenient, lower-ticket occasions. The humble doughnuts fits the bill perfectly ticking the box for both consumer missions.


YouGov, March 2022

Three Simple Steps


Our new doughnuts offer the capability to suit many skillsets and time pressures - with three simple steps, create tasty and on-trend products in under an hour!


Thaw & Serve 
After 60minutes of thawing the product they are ready to serve. Use the thaw time to decorate as desired and ready in an hour.  
Why not link the doughnuts into your seasonal specials from a Summer-inspired design to a haunting Halloween treat – these can also be paired with a seasonal drink boasting the same flavour.  
Create your own from classic to contemporary and premium 
Be known for your own design – whether that is with a nostalgic flavour combo or decorate to match your brand colours, encourage people to come back for more. 
Hits the Indulgence and Instagrammable trend 
The first thing your customers will see is the top of your doughnut – add vibrant colours, and top with tempting sweets which will be sure to attract attention in person and when promoted on social media.  
Perfect for grab & go 
This is a great impulse grab&go item. Positioning within counters and how it is displayed is key for driving those quick convenience occasions with an elevated look which allows a more premium price.  

Shop Doughnuts

Watch Our Video


Watch the video to see our Executive Development Chef demonstrate how this simple yet indulgent treat can add value to your food offering.

Instagrammable Inclusions


Really give your customers something to talk about, not only with a great tasting product, but a visually ‘wow’ one at that! Additional extras that can top and decorate your doughnut gives an extra indulgent touch and can be used to customise to different flavour combinations. Why not try a chocolate icing, cut up Mars Bar and drizzled with a caramel sauce…what is not to love?! From sauces, and fruit fillings to sugar strands and chocolate inclusions, we have the range to support you.  

Shop Toppings & Inclusions




With multiple sites based in London, this handcrafted fresh doughnut company prides themselves on using ‘real ingredients to deliver real flavour’. Along with their own standalone stores, they have concessions in a few of London-based coffee roasteries and offer nationwide delivery. They are known for their signature hybrid sourdough doughnuts and in 2017, they created a vegan version – not only innovative for the time but also hugely delicious. They pride themselves on premium products with interesting flavours such as Matcha and Lime & Coconut.

Insta: @crosstown 

Cardiff Dough & co


Based out of an industrial estate unit is Cardiff Dough & Co. The company started during the pandemic and specialise in handcrafted two-day proved doughnuts filled to the brim and topped with a creative range of ever-changing flavours. Their designs are topped with chocolate bars and mini bakery items such as the Cinnamon Swirl. They also attend local farmer’s markets and even have a fully branded doughnut truck that enables them to sell to those impulse and convenience-led consumers at local events.

Insta: @cardiffdoughandco 

Doughnut Time


This London and Reading-based company not only deliver on the aesthetic, but their unique element is the names given to their creations – from the ROGER FE-DOUGH-RER Wimbledon special to the ever classic, CLAUDIA SPRINKLEMAN chocolate glaze with sugar strands. They have specific baked gluten-free and vegan ranges with inclusions such as PIÑA TURNER and JUSTIN TIMBERFLAKE! 

Insta: @doughnuttime_uk