Doughnuts are having a moment, and we couldn’t be happier. And since today is National Doughnut Day (yep, it’s a thing), is there a better excuse to chat trends and swoon over snaps of lovely, doughy goodness before we go and eat our body weight in Krispy Kremes? No, we thought not either…
TREND #1: CUSTOMISE THEM
If your doughnut isn’t worthy of a place on your Instagram feed, you need to rethink your tactics. ‘The new trend is to be able to customise them,’ says Betsy & Jo at You Doughnut. ‘We’re talking fancy shapes – like letters that spell out names, pretty pastel toppings and doughnuts that look almost too good to eat.’
TREND #2: WHAT’S INSIDE COUNTS
Jam doesn’t quite cut it any more. Instead, people are after more adventurous fillings, like Krispy Kreme’s new limited-edition Nutty Chocolatta, which sounds (and tastes!) like a dream. Crosstown Doughnuts are also getting fancy, and this year’s new flavours include chilli chocolate custard with white chocolate icing, and matcha tea cake. YUM!
TREND #3: HELLO FRESH
It’s all well and good picking up a bag of five doughnuts from your local supermarket, but more and more people are concerned about how, when and where they’re made. The guys at Crosstown Doughnuts have told us they’ve noticed customers are becoming ever more interested in the quality and seasonality of ingredients – just as they are when they’re doing their weekly food shop.