What goes with a donut?

November 1, 2011
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The donut shop experience can be replicated at home with Krispy Kreme’s three new coffee blends. Source: Krispy Kreme Doughnut Corp.

Just as gas stations morphed into convenience stores, donut shops evolved from coffee shops. Mindful of its roots, Krispy Kreme Doughnut Corp. is updating its java line, including an overhaul of the to-go bean bag.

The fresh-lock bags feature new graphics depicting different coffee-drinking occasions, including the office, at home and-where else?-a donut shop.

The overhaul also represents a scaling back, according to Lafeea Watson, media manager in Krispy Kreme’s Winston-Salem, NC headquarters. Instead of five varieties, the chain now packages Signature House, Signature Dark Roast and Signature House Decaf in 12-oz. bags. “We found there wasn’t a significant difference between the [former] bold and rich roasts,” she explains.

“Only about 20 stores in the country” sell the coffee bags, says Watson, not including Krispy Kreme’s 650 locations worldwide. And while competitors such as Dunkin’ Donuts have muscled their way onto grocers’ shelves, the number of brands in the retail coffee channel has surpassed critical mass, and Krispy Kreme is focusing on the Internet and its own stores for coffee sales.

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