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ADM Milling UK

The rise of the doughnuts

The rise of the doughnuts


Brand extensions have remained a trend in 2020 and into 2021 seeing a number of cake, cake bars and sweet baked good launches that combine two types of cakes into one product, continuing a trend that started in the early 2010s with the cronut – a hybrid between a croissant and a doughnut.

Usage of cakes, cake bars and sweet baked goods, at least once a month and less than once a month, December 2019 and December 2020

“Four in five people eat sweet baked goods and 81% eat cakes”

Consumers are led by eye catching creations for both special occasions (47%) and seasonal events (43%).

Steps to showcase innovative elements on pack or on shelf should be taken by considering the utilisation of Point Of Sale; detailing innovative taste combinations to entice customers.

Desired qualities of cakes, cake bars and sweet baked goods, by occasion, December 2020

Instagramable with Indulgence

Since 2019 we have seen the premiumisation in own-brand launches, with doughnuts being a key area of innovation, doughnuts have become insta famous and are now popping up at meetings, events and special occasions such as weddings and baby showers. And it’s not just the classic sugar-coated, jam filled variety, nowadays doughnuts are all shapes, sizes and colours with practically any filling and or toppings; the opportunities are almost endless. Use ADM’s Bun and Doughnut Concentrate and/or Bun Mix (with the addition of just yeast and water) to add value to your business, and create your own delicious, eye catching buns and doughnuts to wow your customers – download the recipe cards here

Bun and doughnut concentrate

Bun mix

And why not inject some flavour and colour with ADM’s natural flavour and colour solutions from fruity berries and citrus to vanilla, mint or herbs and spices.

Learn more about our extensive portfolio of Wholesome Nutrition ingredients plus complementary ingredients and key enablers to meet your needs for optimizing taste, texture, nutrition, functionality and cost factors at and or email the ADM Milling Team @ and the ADM Nutrition Team @