April 6, 2018
Brand Central does deal for branded cake kit.
Krispy Kreme Doughnuts has partnered with General Mills’ Betty Crocker to create a new cake mix kit that incorporates the doughnut maker’s original glazed flavor.
Brand Central, Krispy Kreme’s licensing agent, brokered the deal.
“Our fans are always trying to re-create Krispy Kreme Doughnuts’ classic glaze at home. With this kit, they don’t have to try anymore. Now they can really do it,” says Tony Thompson, president and chief executive officer, Krispy Kreme. “We’re excited to be able to bring this item to shelves and allow customers to have the iconic flavor of our sweet treats at home.”
The Krispy Kreme cake mix kit will include mix for yellow cake and glaze topping and will be available in select Walmart, Supervalu and Kroger stores across the U.S.
“We partnered with Krispy Kreme to develop a cake mix and glaze that fits closely with their famed original glazed doughnuts,” says Ben Irby, director, marketing, Betty Crocker. “We are excited that consumers can make a cake in their home that tastes similar to Krispy Kreme’s sweet treats.”
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