Go nuts with donuts: Entenmann’s invites consumers to create creative concoctions

By Kristine Sherred contact

- Last updated on GMT

More than 80% of Gen-Z and millennial consumers are interested in trying new donut flavors, according to Dawn Food Products. Pic: Getty Images/Emilija Manevska
More than 80% of Gen-Z and millennial consumers are interested in trying new donut flavors, according to Dawn Food Products. Pic: Getty Images/Emilija Manevska

Related tags: Doughnut, Baking, Consumer attitudes, Bimbo bakeries usa, Grupo bimbo, flavor trends, crowdfunding

The New York-based company, part of Bimbo Bakeries USA, is again inviting American consumers to create their dream donut to celebrate National Donut Day (the first Friday in June each year).

The top three flavor submissions will receive a year’s supply of Entenmann’s donuts, while the champion will receive a $5,000 cash prize and the possibility of their concoction being included in Entenmann’s 2019 holiday lineup.

Last year, Entenmann’s asked customers to submit videos describing their dream donut flavor. Fans voted on their favorite and the winner – Panama City resident Rana Al-Nahhas – was named ‘chief donut officer’.

Al-Nahhas will help judge this year’s competition alongside other ‘qualified’ judges, the company said.

Consumers are invited to 'go nuts’ in first selecting a base dough of either plain or devil’s food cake.

Then there is the flavor: participants choose one of 14 flavors, which range from maple, honey or buttermilk, to Irish crème, banana and apple cider. 

The third step is the glaze, such as gingerbread, cinnamon sugar, lemon or chocolate, followed by up to two toppings of either crumbs or a combination of colored sprinkles.

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Finally, and most importantly, the donut creator can create a custom name.

"We are constantly innovating and expanding our donut selection based on fan feedback and are excited to up the ante this year and let them decide our next offering in celebration of our favorite holiday, National Donut Day,” ​said Jason Amar, Entenmann’s director of marketing.

Entenmann’s, which began in 1898 when William Entemann opened his first bakery in Brooklyn, New York, produces more than a billion donuts every year.

Its extensive product portfolio – featuring over 100 baked goods – includes the ‘Rich Frosted Donut,’ introduced in 1973, which remains the brand’s bestseller.

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