C AT E G O R Y I N S I G H T: D O N U T S
Hitting the sweet spot BY LIZ GOO DWI N
Photo courtesy of Mel-O-Cream
When the term “old fashioned” collides with the modern world of food, the donut immediately comes to mind. A darling for multiple generations, donuts are nostalgia personified: the Sunday morning sweet, a champion of rainbow sprinkles and a versatile vehicle for fruity and chocolate flavors alike. Moms love them, grandparents love them, and, of course kids love them. This sweet good appeases all ages.
But make no mistake — this classic pastry is by no means stagnant. It straddles the line of timeless and cuttingedge, featuring flavors from Boston cream to matcha passion fruit, and producers are figuring out how to get the best of both worlds. But with all the hurdles that come with running a business in this time, it’s no small feat. Here’s how different donut bakeries are working to find their production sweet spot.
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Perhaps one of the greatest advantages of donuts is the wide range of flavors available to experiment with. While favorites such as jelly-filled and classic glazed maintain their grip, consumers are also more open to trying different variations. But just because the options exist doesn’t mean its easy to bring them to fruition. Donut producers, just like every other business in this country, are struggling to find people to move that experimentation along.
COMMERCIAL BAKING
