MENU INNOVATIONS | Staff Reporter, Australia

Donuts King releases new Ungrown-Up range

The range aims to make ‘adulting’ more bearable.

Donut King’s brand manager, Raquel Hine, expressed that the brand’s youthful approach to the new range represents an extension of their core product line and has been conceptualised based on current dessert trends from across the globe. “Over time we’ve seen a market shift towards overindulgent, insta-worthy donuts that are loaded with sweet fillings and decadent toppings, especially amongst millennials.”

“We’re going one step further and tapping into our consumers’ inner child by giving them a taste of the past, with nostalgic confectionary favourites such as jelly beans, strawberry rings and coconut ice – to name a few,” she added.

The novel range includes the likes of the Ice Ice Bae Bee, Donut Be Jelly, Rock My Wurl, The Last Straw, Tough Cookie, Smarty Pants, Unicorn-Fetti, Holey Caramoley, Nuts Over Hazel, It’s Mint, The Big Apple and Slamington – all decorated to suit their respective name.

Hine expressed that it was important for the brand that the donuts resonated with millennials in every aspect. “We wanted to make sure that everything about the range resonated with our consumers, down to the name of the donuts, their look and of course the flavour,” she said.

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