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Krispy Kreme Brings Back Iconic Reese's Peanut Butter Doughnut

Gina

9/4/2023 3:14:00 PM

Product Development

2 mins read

Krispy Kreme, the nation’s number one sweet treat shop,  has announced the iconic Reese’s Peanut Butter doughnut first sold in 2015, will be returning for a limited period this July following a renewed partnership with popular confectionery brand, Reese’s. 

Each limited-edition Reese’s doughnut, is handcrafted to satisfy the taste  buds of UK customers, combining Krispy Kreme’s signature soft dough, with a smooth Reese’s peanut butter filling, before hand-dipping in Krispy  Kreme’s chocolate icing. The doughnut is topped with crunchy, nibbed hazelnuts and creamy Reese’s peanut butter drops.  

The doughnut will be available from the 31st of July to the 3rd of September  2023 in Krispy Kreme’s 139 retail shops and selected Tesco, Sainsbury’s,  ASDA and Morrisons stores. It will also be offered for nationwide delivery at  KrispyKreme.co.uk and through partners UberEats, Just Eat and Deliveroo. 

The return of the Reese’s Peanut Butter doughnut reflects Krispy Kreme’s commitment to responding to customer demand, with the special edition being one of the most requested recipes since its original launch. The partnership with American candy brand REESE’S reflects confectionery’s strong growth in the grocery sector, where despite a cost of living crisis,  customers remain eager to pick up their favourite feel-good indulgences to enjoy at home.  

According to research from Tangible three-quarters (77%) of people state that little moments of indulgence within the day, such as during work meetings or social events remain important. To boost the happiness of the  nation, Krispy Kreme UK has launched a series of limited-edition doughnuts to allow its customers and colleagues to share in key moments of joy from  the Coronation to Wimbledon. 

Jamie Dunning, President and Managing Director said: “Our fans spoke,  and we listened, delivering a mouth-watering treat perfect for sharing and sparking conversation. Working with American heritage brands such as  REESE’S reflects how a simple sweet treat can be so much more than a  mouthful, it is a chance to spark happy memories and create real moments to smile about. This partnership shows how we are continuing to  innovate to deliver fresh, handcrafted treats that deliver a delicious experience across all our channels.”  

Jackson Hitchon, General Manager of Europe and World Travel Retail at  The Hershey Company said: “Krispy Kreme has joined Reese’s in its obsession with putting peanut butter in everything. We know our fans will go absolutely nuts over this awesome mashup: fluffy doughnuts combined with chocolate and peanut butter deliciousness. Anything but  ordinary collaboration.”  

More information can be found at: krispykreme.co.uk/reeses-doughnuts 

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