USA- Multinational coffee and doughnut company Krispy Kreme has announced the addition of four new flavors to its Doughnut Dots brand in a move meant to enhance competition with Dunkin’ Doughnuts.
The new Doughnut Dot flavors—sprinkled, powdered, cookie crumb, and cinnamon—will be permanent offerings on the company’s menu. Krispy Kreme revealed the new flavors would be available in a 24-count or 10-count cup in outlets, on the company’s website, and on Its App.
The company also announced that it will sell the 10-count cup for US$1 to promote the new flavor offerings.
Dave Skena, Krispy Kreme’s Chief Brand Officer, said, “Krispy Kreme fans can now double down on delicious when picking up their regular dozen by enjoying our new lineup of Doughnut Dots.”
The flavor diversification is part of the company’s efforts of enhancing competition with its biggest rival Dunkin’ Doughnut. Krispy Kreme currently has 377 stores in the US, with a 12.9% market share compared to Dunkin’ Doughnut’s 9,608 outlets in the US and 26% market share.
The move was announced a few weeks after Krispy Kreme announced a massive rollout into McDonald’s stores, which is scheduled to start in the third quarter of the year. The doughnut company expects the expanded partnership to double its distribution by the end of 2026.
The expanded partnership is an extension of the company’s ‘hub and spoke’ strategy, which is expected to make the company make and distribute its doughnut treats more efficiently. The flavor diversification is expected to appeal to a wider customer base.
Krispy Kreme CEO Josh Charlesworth said, “Overall, therefore, growing the deliver fresh daily channel makes our system more profitable, and McDonald’s is an accelerator of that.”
The doughnut company has also collaborated with Dolly Parton for its Southern Sweets Doughnut Collection, which also included four new flavors- the Peachy Keen Cobbler Doughnut, the Dolly Dazzler Doughnut, the Chocolate Crème Pie Doughnut and the Banana Puddin’ Pie Doughnut.
Market analysts have praised the company’s flavor diversification and distribution partnerships. The company’s shares increased by 39% after the announcement.
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