Kitchen Range Foods is extending its reach into the doughnut category with individually wrapped products for the impulse channels.
The company is launching three varieties of ice-topped ‘donuts’ in chocolate, strawberry and sprinkle topped flavours to boost the popularity of the snack among c-store shoppers. The products come in bright packaging to tempt consumers away from a crisps or confectionery purchase. While doughnuts are a popular choice in supermarkets and bakeries, the company said they have until now not been eaten as part of a lunchtime purchase or on-the-go snack because they aren’t packaged in a convenient single format.
“Most doughnuts sold are impulse purchases,” said David Young, head of marketing at Kitchen Range Foods. “Our new doughnuts taste fresh, are sold individually and are in attractive packaging.”