Baker & Baker launched a new Halloween doughnut in the UK. It is the third limited edition doughnut this year, and it aims to drive autumn sales. The ‘spooky’ Halloween doughnut is a ring doughnut filled with a rich cocoa cream, covered with orange flavored icing, and topped with Halloween-themed sugar decorations. The doughnut contains no artificial colors, flavors, preservatives, or eggs, and is suitable for vegetarians, the bakery says. The thaw-and-serve doughnuts have a two-day shelf life and are already available.

“Halloween is a key trading period for bakeries, food service operators and retailers”, comments Helen Sinclair, UK marketing manager at Baker & Baker. “The new doughnut has been launched to help create the wow factor, drive people in store and encourage impulse purchases.”

Earlier this year, Baker & Baker launched two limited editions: the heart doughnut and Filly Strawberry doughnut. The line-up of limited-time releases does not stop here for this year, with more to be offered later this year, the bakery anticipates.

Photo: Baker & Baker