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Snacks & Candy

Fans Choose Krispy Kreme's Next LTO

Nearly 2 million consumers vote for new doughnut flavor

WINSTON-SALEM, N.C. -- By popular demand, Krispy Kreme Doughnuts Inc. will release a lemon glaze doughnut as a limited-time-offer (LTO) for a week this spring.

The company’s #VoteForGlaze campaign, which garnered nearly 2 million votes over the course of a week, allowed customers to pick a new flavor.

This initiative was a first for Krispy Kreme, which gave fans four flavors to choose from: blueberry, caramel, lemon and maple. Thirty-six percent of consumers voted for lemon, while 26% voted for caramel, 20% for blueberry and 18% for maple.

Although lemon was the clear victor, the company hinted that it won’t exclude the other flavors for future launches.

“Our fans’ passion for these flavors—and others—came through loud and clear on social media,” said Jackie Woodward, chief marketing officer for Krispy Kreme Doughnuts. “So, while the polls are closed, our minds are not.”

Winston-Salem, N.C.-based Krispy Kreme has offered doughnuts and coffee since its founding in 1937. The doughnuts are in about 12,000 grocery, convenience and mass merchant stores in the United States, and the company has more than 1,300 retail shops in 31 countries.

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