Krispy Kreme has announced that the Reese’s Peanut Butter doughnut, which was first sold in 2015, will be returning for a limited period this July following a renewed partnership with confectionery brand Reese’s.
Each limited edition Reese’s doughnut combines Krispy Kreme’s signature soft dough with a smooth Reese’s peanut butter filling, before they are hand dipped in Krispy Kreme’s chocolate icing. The doughnut is topped with crunchy hazelnuts and Reese’s peanut butter drops.
The doughnut will be available from 31 July to the 3 September in Krispy Kreme’s 139 retail shops and at select UK retailers’ stores including Tesco, Sainsbury’s, Asda and Morrisons.
The return of the doughnut reflects Krispy Kreme’s commitment to responding to customer demand, as the special edition has been one of the most requested recipes since its original launch, according to the company. The partnership with American confectionery brand Reese’s reflects confectionery’s strong growth in the grocery sector where, in spite of a cost of living crisis, consumers still seek out 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.
“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,” commented Jamie Dunning, President and Managing Director, Krispy Kreme UK. “This partnership shows how we are continuing to innovate to deliver fresh, handcrafted treats that deliver a delicious experience across all our channels.”
“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,” added Jackson Hitchon, General Manager of Europe and World Travel Retail at The Hershey Company.
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