DCSIMG

Krispy Kreme sells 5m doughnuts in Edinburgh

Hungry customers have flocked to the Hermiston Gait eatery since its February opening. Picture: Ian Georgeson

Hungry customers have flocked to the Hermiston Gait eatery since its February opening. Picture: Ian Georgeson

  • by SARAH VESTY AND JOHN-PAUL HOLDEN
 

THE Krispy Kreme outlet at Hermiston Gait sold almost five million of the sugary snacks in its first six months.

Sweet-toothed fans of the treats snapped up doughnuts at a rate of one every three seconds after the store opened in February.

The opening caused long tailbacks on the M8 and City Bypass and police had to be drafted in to control traffic.

At the height of Krispy Kreme mania, the News revealed how special wardens were called in to stop doughnut-daft snack lovers from skipping across the busy access road to get their sugary fix.

A source at the company described the seven-figure sales figure as “truly brilliant”.

“The shop has been a huge success story,” she said.

Asked for details of its sales in the first six months, the company said it had shifted 404,000 dozen boxes of doughnuts and 122,000 “singles”.

That adds up to 4,970,000 doughnuts – almost enough for every man, woman and child north of the Border.

Products range from the relatively slim-line Original Glazed containing 200 calories to the Cookies and Kreme, which contains 400 calories.

Based on the average, that number of doughnuts would have resulted in Scots consuming an estimated 1.5 billion calories, leading health campaigners to describe the figure as “truly alarming”.

Tam Fry, spokesman for the National Obesity Forum and chairman of the Child Growth Foundation, said: “I can understand that Krispy Kreme don’t have a responsibility to the NHS – they’re there to make money – but these figures show that something needs to be done.

“It’s really terrible. It’s ruinous and excessive and is damaging people’s health in ways they never imagine. They don’t realise the consequences.”

He added: “The Government is already acting upon the problem of obesity and have carried out extensive research into high calorie foods, but I think that outlets such as Krispy Kreme should cap the level of sugar they use and if they exceed it they should be fined.

“One of the doughnuts which weighs 90 grams has 24 grams of sugar alone. It’s shocking.”

Nutritionist Dr Chris Fenn said: “Those figures are absolutely shocking and create real concern for Scottish people’s health. It’s not just a calorie thing – it’s the type of calorie.

“The increased insulin levels that come about as a result of a high blood sugar level mean that any food eaten after the initial sugar rush is turned straight into fat.”

The firm is planning to open a fresh store in Glasgow.

Judith Denby, chief marketing officer at Krispy Kreme UK, said: “As a brand, Krispy Kreme is all about occasional treats and that is how we position our products to customers.”

Sugar rush at opening

DESPITE heavy snow, thousands of people flocked to Hermiston Gait for the opening. An all-time record was set when staff served 400 delirious doughnut lovers in the first hour of trading.

In its first three weeks tailbacks regularly stretched from its drive-thru window back on to the M8 motorway. Fans of the US phenomenon are often hard pressed to put their sticky finger on the secret of the chain’s success.

But most agree the most coveted item available is the prized loyalty goldcard, which gains the bearer a free double dozen every month for a year.

 

Comments

 
 

Back to the top of the page