EXCLUSIVE: Country Choice trialling create-your-own doughnuts in stores

Food to go wholesaler Country Choice has begun trials of a part-baked doughnut service in a number of stores.

Better Retailing understands the products are delivered to stores frozen. The doughnuts are then defrosted by the retailer and then dipped into a choice of toppings. Retailers are not required to heat up the doughnuts after they have been defrosted.

Although the firm has previously offered doughnuts to stores, it is the first time they have been made available as a customisable product.

One source, who asked not to be named, told Better Retailing the firm had been approaching prospective retailers with the service. They added: “It’s basically a create-your-own doughnut service that’s being launched. I’m interested and it looks like a really good opportunity. I’ve been looking into more food to go opportunities like this where you can potentially get some decent margins.”

The service is the latest in several fresh doughnut opportunities being made available to independent convenience stores. Last month, Better Retailing revealed Krispy Kreme’s expansion plans to get its doughnut cabinets into small stores, while Project D and Planet Doughnut are among the firms also distributing the pastry into convenience.

A Country Choice spokesperson confirmed the service was being trialled with “a number of customers,” but was unable to provide further details on a wider rollout.