USA- Coffeehouse chain and doughnut company Krispy Kreme has announced the relaunch of its Pumpkin Spice Cake Doughnut and Pumpkin Spice Latte menu offerings as part of its 2024 autumn seasonal offering.
The glazed Pumpkin Spice Cake Doughnut has a crumbly, moist texture and rich pumpkin spice flavour.
Krispy Kreme also revealed that the Pumpkin Spice Latte can be served iced, hot, or frozen. It is sprinkled with pumpkin spice seasoning and topped with whipped cream.
The company revealed that the seasonal treats are available in all outlets across the US. Customers can choose pick-up and delivery through Krispy Kreme’s website or app.
According to the doughnut and coffeehouse chain, the relaunched seasonal offerings are meant to rejuvenate the company’s brand image, using nostalgia to achieve this revitalization.
Dave Skena, Krispy Kreme’s Global Chief Brand Officer, said, “It’s August, and we’re all ready for pumpkin spice, somehow. So, we’re bringing back the classics you’re craving.”
“Our fans want their Krispy Kreme Pumpkin Spice Cake Doughnut and Latte right now, and we’re here for it. Stay tuned, though – we’re not done spicing up the season.”
The seasonal offering is a continuation of the product diversification strategy Krispy Kreme has used in the past few months.
In June, the doughnut and coffeehouse chain expanded its menu offering with the addition of four new Doughnut Dot flavours- powdered, sprinkled, cinnamon and cookie crumb. Unlike the Pumpkin Spice treats, these new flavours are permanent additions to the company’s menu.
The seasonal offerings come at a time when many QSR chains are offering a slew of promotions through value deals, new offerings or both as part of their knee-jerk reactions to the challenging market environment.
High inflation has increased cost pressure and prices, which has stifled demand as customers pull away from fast food spending.
Neil Saunders, a market analyst, commented on Krispy Kreme’s seasonal offering, “There is a trend of starting events earlier than ever. A large part of this is to create some excitement and to get consumers spending.”
“Shoppers are a lot more reticent in opening their wallets these days and they need to be given excuses to buy things. The launch of pumpkin spice flavors at Krispy Kreme will create interest and encourage some consumers into spending.”
Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE
