Bart, Homer and Marge (Simpson) join the growing movement to slash fat and sugar in treats

By Gill Hyslop contact

- Last updated on GMT

The new lower in fat and sugar Simpsons doughnut range is rolling out across Europe. Pic: Baker & Baker
The new lower in fat and sugar Simpsons doughnut range is rolling out across Europe. Pic: Baker & Baker

Related tags: HFSS, The Simpsons, Baker & Baker, Csm bakery solutions, Disney, brand licensing, doughnuts

Baker & Baker (formerly known as CSM Bakery Solutions) is deepening its 20-year licensing partnership with Disney by updating its iconic Simpsons doughnut range with lower fat and sugar variants.

The contemporary range taps into the increased awareness of HFSS products (high in fat, sugar and salt) – with health officials and governments around the world putting on the brakes, by making it more challenging to punt these products​ to consumers.

Research published by Mintel earlier this year suggested that low sugar content remains top of consumers’ priorities, with 34% of people saying it’s important to them when searching for healthier alternatives.

The Simpsons range now comprises two options – Pink (strawberry) and Brown (cocoa) – that contain 38% and 37% less sugar, respectively, than the average doughnut on today’s shelves. They are also 46% and 62% lower in fat, while calorie content has been slashed by 20% and 27%, respectively.

Mmm, donuts...


Homer’s love of a pink doughnut with sprinkles is well known. They are his favourite food and a trademark symbol of his character.

In the 1993 ‘Treehouse of Horror’ episode of The Simpsons,​ Ned Flanders (as the devil) sends Homer to hell for eating a doughnut, with his punishment being to eternally eat them. The twist, of course, is that Homer finds this hell to be his heaven.

The doughnuts - which retain the classic Simpson's branding - are being launched across key European markets, including Germany and France, through retail and food service channels. Available in a 4-pack, Pink is also available in a tray of 12 as single serve portions.

Baker & Baker has employed a patented sunfry technology that limits fat and sugar content of the doughnuts, while still preserving their softness and visual appeal. The producer has kept the sprinkles, which heighten the taste and texture of the treats.


Baker & Baker forged its licensing partnership with Disney in the early 2000s to create a line of bakery products with the much-loved Simpsons family branding. The lower fat and sugar varieties replace the existing range and are aligned with Disney’s brand values of offering healthy options across its product portfolio.

Baker & Baker has also addressed the product’s sustainability footprint and transitioned to film packaging, reducing the overall plastic content of the packaging by 92%. Additionally, the entire Simpsons range contains 100% sustainably sourced (RSPO SG) palm oil.

“Our longstanding partnership with Disney has delivered broad consumer affection for the iconic ‘Simpsons’ doughnuts across almost two decades,”​ said Peter Duncan, licensing director at Baker & Baker.

“We’re delighted to replace the existing range with our new lower fat and sugar varieties, which provide a healthier yet tasty option for families and calorie-conscious shoppers.”

Baker & Baker is a leading supplier of baked goods for the European retail, food service and artisan sectors. The company produces doughnuts, muffins, brownies, cookies, cakes, speciality bread and viennoiserie under the Baker & Baker, Goldfrost, Concadoro, Croexsa, Artisal and Molco brands, and holds licensing brand agreements with Mondelez, Disney and private label customers.

The Wirral, UK-headquartered company has offices across the EU and brings in an annual turnover in excess of €400m.

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