patented donut baking process being made available via brand consultancy Intangible Business.
The process produces a healthier option baked donut that is less than half the fat of a full fat fried donut. As important, there is no compromise on flavour and the high quality baked
donut has been proven to compete favourably with leading donut retailers on flavour, quality and texture. In market research, blind taste tests with consumers comparing the baked donut
to other leading deep
fried donuts (plus a fried version of the same dough mix) revealed that consumers preferred the taste, lightness and fluffier texture of the new baked donut without being aware of the
The process, which has been proven in the field with more than four million units sold across large multiples, convenience stores and coffee shops during the past five years, enables
the licensee to attract new customers by immediately offering a premium quality product that competes favourably with existing similar bakery snacks.
Intangible Business is managing the rights to the process which can be licensed by territory and category or purchased as a whole. Licensees will be provided with a package which
provides a proprietary method for making baked donuts. Patents are available for 11 EU countries and the United States, where the donut market has been estimated at more than 10
billion units a year, which translates to a market worth in excess of $2 billion per annum*.
Patents are available for licensing in several donut categories, including: all yeast raised; full size; miniature size; ring or ball; by variety (jam filled or glazed), and single or
multi-buy packs. The baking process also enhances the possibility for new product development because it significantly reduces the risk of oil contamination from fillings and sugar.
“We know that consumers are looking for new ways to minimise calorie and fat intake and that they are prepared to spend more on higher quality, healthier food snacks,” explains Thayne
Forbes, Joint Managing Director, Intangible Business.
“By securing exclusive rights to use this process, retailers can exploit that demand and gain a competitive advantage over their rivals – clever and delicious.”
To register interest in the system, email Thayne Forbes at thayne.forbes@
* Source: The Donut Book: The Whole Story in Words, Pictures & Outrageous Tales, published 2005.