MENU INNOVATIONS | Staff Reporter, Australia

Donut King partners with V Energy to create new doughnut hybrid

Available from March 31, the new V Donut is a donut coated in green sugar crystals and filled with Guarana-spiked filling.

Donut King has announced the commencement of a joint venture with V Energy to produce a stimulating energy drink and doughnut hybrid. The brand is set to launch the first Australian donut and Guarana fusion.

Donut King brand manager Raquel Hine said disrupting the market with new products and novel ideas allows the brand to simultaneously maintain loyal customers and attract new ones. “Product innovations are a surefire way to drive foot traffic into our stores, and we’re confident our new V Donut will generate a positive influx of customers for our franchise partners."

Recently Donut King has also dabbled with digital innovations, with the launch of its gamification app, Donut Rush, which Raquel said was part of the brand’s overall strategy to enhance the ways in which consumers can interact with the brand.

“We need to ensure we remain in tune with the evolving food landscape to secure the brand’s performance into the future,” she said. “Innovative concepts like Donut Rush and unique partnerships like this one with global powerhouse, V Energy, play an important role in achieving this.”

Launched in Australia in 1999, V Guarana Energy Drink turned the energy drink category on its head– delivering all the pick-me-up qualities of caffeine and guarana in an iconic slim line green can.

“The V Energy brand is quite like our own; it is unique, cheeky, quirky and funny with a ‘full-of-life’ attitude and therefore, the perfect fit,” Raquel said. “In partnering with V Energy, we’re satisfying an intense desire that Donut King and V Energy fans never knew they had.”

The new V Donut, which delivers all of the functional benefits of Guarana and is a classic Berliner donut coated in green sugar crystals and filled with Guarana-spiked filling, is available nationwide from 31 March 2018.

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