Why Krispy Kreme adds nostalgia to new flavours

The brand recently created a new doughnut with one of Australia’s favourite sweets.

Krispy Kreme has added a new flavour to its list of limited-time offers, this time by collaborating with one of Australia’s favourite candies: Cadbury Cherry Ripes.

Cadbury is one of the most popular candy brands in Australia, with the Cherry Ripe arguably the most loved sweet by Aussies since its launch in 1924.

“We thought it was about time to rally up the die-hard Cadbury Cherry Ripe fans and help them confess their love all over again. We’re excited to share this collaboration with Krispy Kreme lovers across Australia and are hoping it gives friends, families and fellow fans of Cadbury Cherry Ripe a reason to come together and bond over their love for one of Australia’s top chocolates,” Aimee Cutajar, Head of Marketing at Krispy Kreme ANZ said.

Krispy Kreme has been known for making premium doughnut collaborations such as this. Some of Aussie's favourite collaborations are with Biscoof, Cadbury Caramilk, Golden Gaytime, and Reeses.

During the collaboration phase, Krispy Kreme worked together with its brand partner Cadbury as they explored the Cadbury Cherry Ripe flavour. They managed to create two types of doughnuts to cater to different tastes.

“For our creamy filling lovers, Cadbury Cherry Ripe Filled is a shell-shaped delight that is dipped in a rich Cadbury Old Gold dark chocolate blend. Filled with moreish Cadbury Cherry Ripe-inspired creme, the doughnut is decorated with a Cadbury Cherry Ripe bite and red truffle icing; the perfect treat for Cadbury Cherry Ripe advocates. If you’re more of a fan of the traditional ring, we’re recommending the Cadbury Cherry Ripe Dipped - a reinvigorated version of Krispy Kreme’s iconic Original Glazed Doughnut. Dipped in a blend of Cadbury Old Gold dark chocolate, the flavour-filled treat is then dunked in a mix of cherry-coconut pieces, and topped with shredded coconut and a choc ganache drizzle,” Aimee said.

According to Aimee, these collaborations leverages the love that most customers already associated with the brands. By creating a limited-time-offer premium doughnut range, Krispy Kreme manages to strike those emotional chords with something new.

More collaborations are on the way for the brand. Aimee hinted at a special collaboration this August with a top-selling product from an ice cream snacking category. 

“This collab went gangbusters in its first run a few years ago, and we’re always excited to treat our consumers to the return of an old favourite,” Aimee said.

“Australia will always be a very special part of Krispy Kreme’s legacy - being the first country outside of North America to make the iconic Original Glazed Doughnuts. Since opening our first store in Penrith in 2003, Krispy Kreme has been an emblem of Aussie’s growing love for doughnuts.”