Kold Kreme

Doughnut chain testing ice cream

Published in CSP Daily News

WINSTON-SALEM, N.C. -- Krispy Kreme Doughnuts Inc. said that it is testing a line of ice-cream products on one store, including a doughnut sundae developed for hot-weather eating, reported The Winston-Salem Journal.

The foods, which have not yet been offered to all company stores, are part of the company' plan to diversify its products, a local analyst said. Krispy Kreme is trying to turn itself into a destination, rather than just a doughnut, Mike Lord, a professor of corporate strategy at Wake Forest University, told the newspaper.

The ice-cream products, called Krispy Kreme Ice Kreme, are available in vanilla, chocolate and swirl flavors. The company is also offering the doughnut sundaes, which is a Krispy Kreme doughnut topped with any of the ice-cream flavors, as well as different toppings, such as chocolate sauce, sprinkles and caramel syrup.

Darryl Brewster, Krispy Kreme's CEO, said during the company's annual shareholders meeting earlier this month that Krispy Kreme would offer the products as way to attract more foot traffic.

The company did not release nutritional information about the ice cream or indicate when it would it be available to its other stores, said the report. Krispy Kreme has about 400 stores around the world.

Brewster said that the company is in the midst of an extensive turnaround plan. He said that Krispy Kreme plans to open smaller satellite stores internationally, to release short TV commercials and to continue developing new products for customers. It introduced a frozen-beverage line, called Krispy Kreme Chillers, last month.