MENU INNOVATIONS | Staff Reporter, Australia

Krispy Kreme takes trip down memory lane with limited-edition retro doughnut range

The dessert chain turned its Instagram into a retro-inspired virtual gaming arcade to celebrate the launch.

Looking to take customers to a sweet trip down memory lane, Krispy Kreme Australia launched Throwback Party, a limited-edition doughnut range inspired by past flavours.

On sale until May 29, the dessert chain turned its social media platforms into a retro-inspired virtual arcade, with four doughnut-themed versions of 90s-inspired classic video games matched to each flavour. The games are the Cookie Dough’s Krispy Kart, Finger Bun Fighter, Fairy Bread Fantasy and Choc Brownie Batter Bash.

Krispy Kreme's mini-games. Photo: Supplied

The virtual game arcade will be playable through mini-games on Krispy Kreme Australia’s Instagram and Facebook stories, where users will be prompted to swipe up to play. Top scores will be displayed on an online leaderboard where fans can compete to win prizes, with a year's supply of Krispy Kreme as the major prize.

“We all love reminiscing about childhood memories and especially when tied to the food and pop culture of the time. We wanted to capture that and express it in the best way possible by creating a limited-edition doughnut range that Krispy Kreme fans of all ages can enjoy and celebrate these memories,” Krispy Kreme Australia chief marketing officer Russell Schulman said.

Throwback Party is available in-store for a limited time only at Krispy Kreme stores in NSW, VIC, QLD and WA, online delivery and 7-Eleven stores nationally.

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