Krispy Kreme updates retail offerings

Krispy Kreme updates retail offerings

Company revamps packaging and adds new items

Krispy Kreme Doughnut Corp. said it has upgraded the packaging of its retail products and introduced new items to increase sales at convenience and grocery stores.

The Winston-Salem, N.C.-based company said Tuesday the new packaging features enhanced graphics aimed at creating more "shelf impact."

Krispy Kreme's new retail products include dipped chocolate cake doughnut holes, dipped cake doughnuts in snack bags and Krispy Juniors, which are miniature dipped cake doughnuts.

“We are committed to the packaged goods component of our business,” said Jim Morgan, Krispy Kreme's president and chief executive. “Exciting new products and improved marketing efforts, like the packaging upgrades we’ve announced, are expected to help us increase sales in this important distribution channel.”

Krispy Kreme has 633 restaurants and sells branded products in more than 10,000 grocery, convenience and mass merchant stores throughout the United States.

Contact Elissa Elan at [email protected]