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Krispy Kreme is preparing to launch a Nutella-filled doughnut in UK stores, according to the contents of an internal memo that has been “leaked”.
The note – apparently from Krispy Kreme UK chief marketing officer Judith Denby – shows that the company is ready to launch the limited-edition Nutty Chocolatta variant after spending “some time” in development.
“This is a very exciting time for us and following the consumer testing, we anticipate that there will be a huge demand for the doughnuts from both Krispy Kreme and Nutella fans across the country,” Denby wrote.
The company’s “Hotlight stores” will be equipped with multiple pallets loaded with jars of Nutella ahead of the launch on 27 May. Krispy Kreme claimed that this would be in the middle of the night to ensure that the Nutella-filled doughnut remains a secret.
The news was met with excitement on social media, although not everybody was convinced by Krispy Kreme’s “mistake”. The memo appears to have been sent to a large number of consumers and was not recalled until almost 45 minutes after it was sent.
A Nutella filled Krispy Kreme. Dozen for one please https://t.co/oAQSPG0qqK — BEN (@Brcolabella) May 5, 2016
A Nutella filled Krispy Kreme. Dozen for one please https://t.co/oAQSPG0qqK
— BEN (@Brcolabella) May 5, 2016
Krispy Kreme might as well have put a winky face after they said "this 'confidential' email is not be shared via any social media…" — Rhys James (@rhysjamesy) May 5, 2016
Krispy Kreme might as well have put a winky face after they said "this 'confidential' email is not be shared via any social media…"
— Rhys James (@rhysjamesy) May 5, 2016
Krispy Kreme’s “leaked” email in full:
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