While innovation is key to attract consumers in the crowded donut category, bakeries must keep in mind that success comes from the most basic level of formulation. The donut styles and flavors that have stood the test of time must be on point.
Traditional cake donuts are currently the top sellers, said Sally Lyons-Wyatt, executive vice-president and practice leader, Information Resources Inc.
“When looking down the donut aisle, we see blueberry, cherry, cookies and cream as well as plain and old-fashioned donuts winning with consumers,” she noted.
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