The doughnut brand Krispy Kreme has partnered with Nichols plc to add Vimto’s taste to a limited edition range of doughnuts.
The collaboration is the first of its kind, with Vimto being the first soft drinks brand to be added to the Krispy Kreme offering. The Krispy Kreme launches are also the first doughnuts to feature the Vimto flavour.
Two variants made with the secret Vimto flavour will be available:
• the Vimto Shimmer will be filled with a Vimto flavour frosting; and
• the Vimto Ring is the signature Krispy Kreme ring doughnut, hand dipped in Vimto icing.
There will also be a seasonal limited edition doughnut, which will sport a spooky purple look and style to tie into Halloween, Krispy Kreme’s biggest sales period.
Nichols brand licensing manager Helen Hartley said: “The combination of the deliciously unique taste of Vimto and melt-in-your-mouth Krispy Kreme truly is a match made in heaven, which we’re sure all Vimto and Krispy Kreme fans will adore.
“The partnership comes at an exciting time for Vimto, with our recent ‘I See Vimto in You’ campaign celebrating taking enjoyment from the everyday. This mirrors Krispy Kreme’s ethos of sharing delicious tastes and creating joyful memories”.
Krispy Kreme chief marketing officer Emma Colquhoun added: “We target an audience who we define as live-a-lotters – people who celebrate fun, special moments and live their taste experiences to the full. This certainly aligns to the Vimto spirit and we’re delighted to partner with them for these great additions to our range.”
The launch will be supported by a range of marketing activity, including a social media campaign, digital content, in store POS and sampling.