Donut Worry, says La Lorraine

In commemoration of National Donut Day (2 May 2023) La Lorraine Bakery is introducing its brand ‘Donut Worry Be Happy’ in North America during the IDDBA Fair in Anaheim, California. Following on from a successful launch in Europe, the brand is looking to expand into the US.

“Donut Worry Be Happy was introduced in Europe 4 years ago and has conquered more than 35 countries since then. In depth market research showed us how to answer consumer’s needs in this ‘sweet on the go’ segment that is growing very fast. We are now ready to cross the ocean and to delight the US consumer,” said Kris Geeraert, CEO Bakery Frozen.

Patisserie inspired ‘Donut Worry Be Happy’ doughnuts are looking to bring fun, colour and happiness in stores, the company said, and although research shows doughnuts are planned purchases for US consumers, they expect they can bring excitement to the instore bakery aisle and increase impulse sales.

In addition to the doughnuts, which are made with natural ingredients and no artificial flavours and colours, the company also launched the smaller ‘bites’ in 2021. In the smaller format – 0.88 ounces – they are an indulgent treat fitting the booming trend of snacking. They come filled with chocolate, strawberry, biscoff cookie butter or apple cinnamon, designed as a breakfast treat.

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Media contact

Caitlin Gittins
Editor, International Bakery
Tel: +44 (0) 1622 823 920

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