Birds Bakery to launch new doughnut at Derbyshire shops - but it will only be on sale for a week

The caramel doughnut is a best seller at Birds Bakery shops across Derbyshire. But there's a new kid on the block set to rival it.

The double chocolate créme pat-filled doughnut will go on sale on Saturday (May 18) for National Doughnut Week, with 25p from each sale going to The Children's Trust, the UK’s leading charity for youngsters with brain injuries.

But customers must hurry as the limited edition special will only be on sale until May 26. Donations of 20p from the sale of caramel and jam and cream doughnuts will also go to the charity.

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In 2022, Birds celebrated National Doughnut Week by creating a limited-edition golden doughnut and last year, the bakery asked its customers to create a new flavour, with a lemon based, orange curd filled doughnut winning. A total of over £20,000 was raised across the two years.

Jamie Bird, strategy director of Birds Bakery, said: “We are excited to launch our new, limited-edition doughnut made especially to celebrate National Doughnut Week 2024. We have been working with The Children’s Trust for almost two decades and have taken part in National Doughnut Week many times, raising over £130,000 through creating new products.

“At Birds, we believe that supporting both local and national charities is extremely important. Local communities are what make our bakeries successful, so we are always looking for ways to give back.

“Our bakers have been hard at work creating the double chocolate doughnut, so we hope as many customers as possible manage to get their hands on one before the week is out. However, whichever flavour they choose, a contribution from every doughnut purchased during the week will go towards supporting a fantastic cause.”