Many brands are successful at telling their stories or explaining their purpose. Some brands excel at this form of marketing, also known as brand storytelling. However, there are few that rival the effectiveness of Krispy Kreme. Here's a look back at 2025 through the lens of this clever food brand.
But first, some history. According to Wikipedia, "Krispy Kreme, Inc. (previously Krispy Kreme Doughnuts, Inc.) is an American multinational doughnut company and coffeehouse chain. The company was founded by Vernon Rudolph, who bought a yeast-raised recipe from a New Orleans chef, rented a building in 1937 in North Carolina, and began selling to local grocery stores. Steady growth preceded an ambitious expansion as a public company in the period from 2000 to 2016, which ultimately proved unprofitable. In 2016, the company returned to private ownership under JAB Holding Company, a private Luxembourg-based firm. In July 2021, Krispy Kreme became publicly traded again on the Nasdaq. The brand name is a deliberate non-standard spelling of 'crispy cream,' for marketing effect."
Truly an international company, Krispy Kreme operates in Canada, Egypt, France, United Kingdom, Australia, New Zealand, South Africa, Lebanon, Turkey, India, Dominican Republic, Iceland, Ireland, Kuwait, Guatemala, Mexico, Costa Rica, Panama, Colombia, Peru, Chile, Russia, Taiwan, South Korea, Malaysia, Thailand, Indonesia, Philippines, Japan, Singapore, Cambodia, Jordan, United Arab Emirates, Qatar, Saudi Arabia, Bahrain, Hong Kong, Nigeria, Ethiopia, South Africa, and Morocco. In late 2025, the brand opened stores in Madrid, Spain and Uzbekistan. There are plans to open more than 70 shops in Uzbekistan over the next five years.
JANUARY: Krispy Kreme partnered with Pop-Tarts for the first time and unveiled the Krispy Kreme x Pop-Tarts Crazy Good Doughnuts Collection.
(1) Pop-Tarts Frosted Strawberry Doughnut - Unglazed shell doughnut filled with strawberry filling, dipped in shortbread icing, topped with shortbread pieces, sugar sprinkles, strawberry filling drizzle, and Strawberry Pop-Tarts Bites.
(2) Pop-Tarts Frosted Chocolatey Fudge Doughnut - Original Glazed doughnut dipped in chocolate icing topped with brownie batter flavored buttercreme, crushed Frosted Chocolatey Fudge Pop-Tarts Bites, and white nonpareils.
(3) Pop-Tarts Frosted Brown Sugar Cinnamon Doughnut - Cinnamon sugar doughnut topped with brown sugar cinnamon cream cheese flavored buttercreme and Frosted Cinnamon Roll Pop-Tarts Bites.
FEBRUARY: Just in time for the Super Bowl, Krispy Kreme offered fans the chance to snag its "Big Game Dozen" from the Friday before the big game until Sunday, February 9th. The dozen featured six football-shaped doughnuts filled with White Kreme, which are then dipped in chocolate icing plus white icing football laces, alongside six Original Glazed doughnuts.
FEBRUARY: For Valentine’s Day, Krispy Kreme introduced its all-new Hearts in Bloom Collection, an exquisite arrangement of four heart-shaped doughnuts in a customized flower bouquet box.
[1] You Make My Daisy Doughnut - an unglazed heart doughnut filled with white Kreme, dipped in strawberry flavored icing, drizzled with yellow icing and topped with a daisy candy piece.
[2] Love You Bunches Doughnut - an unglazed heart doughnut filled with Chocolate Kreme, dipped in red icing, drizzled with green stems and topped pink and red confectionery curls.
[3] Blooming Heart Doughnut - an unglazed heart doughnut filled with Cookies & Kreme filling, dipped in purple icing and sprinkled with hearts in bloom sprinkles.
[4] You Are My Sunshine Doughnut - an unglazed heart doughnut filled with caramel flavored Kreme, dipped in chocolate icing, drizzled with a green stem and topped with a sunflower candy piece.
FEBRUARY: Krispy Kreme and Hulu combined for a Movie Snacks Doughnut Collection with four all-new doughnuts inspired by the cinema snack bar.
[1] Blue Raspberry Slush Doughnut: an Original Glazed doughnut dipped in blue raspberry flavored icing and blue sanding sugar.
[2] Caramel Popcorn Doughnut: an unglazed shell doughnut filled with caramel popcorn flavored Kreme filling, dipped in white icing and caramel popcorn and topped with red icing drizzles.
[3] Cookie Dough Superstar Doughnut: an unglazed shell doughnut filled with chocolate butterkreme flavored filling, dipped in chocolate flavored icing and topped with gold glitter sprinkles and cookie dough bites.
[4] Candy Double Feature Doughnut: an Original Glazed doughnut dipped in white icing, topped with milk chocolate candy pieces and mini milk chocolate chips, and drizzled with chocolate flavored icing.
MARCH: Krispy Kreme’s Chocomania Collection returned for a limited time beginning March 19th and included:
[1] NEW: HERSHEY'S Chocolate Salted Caramel Cheesecake Doughnut, an unglazed shell doughnut filled with HERSHEY'S caramel cheesecake flavored Kreme dipped in HERSHEY'S milk chocolate icing, sprinkled with chocolate cookie crumb, and topped with a salted caramel swirl.
[2] NEW: HERSHEY’S Chocolate Buttercreme Doughnut, an unglazed ring doughnut dipped in HERSHEY’S milk chocolate icing and topped with chocolate flavored buttercreme and semi-sweet chocolate curls.
[3] NEW: HERSHEY'S Chocolate Chip Cookie Doughnut, an Original Glazed doughnut dipped in salted cookie dough flavored icing, topped with chocolate chip cookie pieces, Hershey’s mini semi-sweet chocolate chips, and HERSHEY’S milk chocolate icing drizzles.
[4] HERSHEY'S Classic Chocolate Doughnut, an Original Glazed Doughnut with HERSHEY’S milk chocolate icing and a chocolate swirl.
MARCH: Krispy Kreme introduced four new festive St. Patrick’s Day doughnuts.
[1] Pot of GoldDoughnut – an Original Glazed Doughnut dipped in golden caramel flavored icing and topped with caramel flavored buttercreme and gold coin glitter sprinkles.
[2] Over the Rainbow Doughnut – an unglazed shell doughnut filled with cake batter flavored Kreme, dipped in light green icing and topped with shamrock rainbow sprinkles and a rainbow sugar piece.
[3] Choco-ShenanigansDoughnut – an unglazed shell doughnut filled with white Kreme, dipped in chocolate icing and topped with green icing drizzles and gold coin glitter sprinkles.
[4] St. Patty’s SwirlDoughnut – an Original Glazed doughnut dipped in white icing with green icing swirl and dipped in white and gold sanding sugar.
APRIL: The Krispy Kreme x Fruity PEBBLES collaboration featured Fruity Pebbles Milk Original Glazed Doughnuts – a classic ring doughnut coated with Fruity Pebbles Milk flavored glaze, capturing the sweet, fruity-licious taste of post-cereal goodness.
APRIL: “Hoppy Easter” from Krispy Kreme with its collection of bunny-themed Easter doughnuts.
[1] Bunny Basket Doughnut – an Original Glazed doughnut dipped in chocolate icing, decorated with chocolate flavored buttercream, and topped with a confectionery bunny.
[2] Marshmallow Bunny Doughnut – an unglazed shell doughnut filled with marshmallow flavored Kreme, dipped in pastel yellow icing and topped with a bunny face and confectionery ears.
[3] Bouncing Bunny Doughnut – an Original Glazed doughnut dipped in pastel blue icing and sprinkles, and topped with a bouncing bunny.
[4] Strawberry Iced Doughnut with Sprinkles – an Original Glazed doughnut dipped in strawberry flavored icing and pastel sprinkles.
APRIL: According to Krispy Kreme's website, "For the third consecutive year, Krispy Kreme offered Americans a sweet tax break on dozens of delicious doughnuts for Tax Day. On Tuesday, April 15th, guests who purchased any dozen doughnuts at regular price in shop could receive a second Original Glazed dozen for only the sales tax in their state."
APRIL: Krispy Kreme introduced an all-new cheesecake-inspired collection:
[1] Strawberry Dream Cheesecake Doughnut – an unglazed shell doughnut filled with cheesecake flavored Kreme, dipped in strawberry flavored icing and berry flavored graham crunch, and drizzled in white icing.
[2] Cookies & Kreme Cheesecake Doughnut– an unglazed shell doughnut filled with cookies & Kreme cheesecake flavored filling, dipped in white icing, half-dipped in chocolate cookie crumble and dusted with powdered topping.
[3] Caramel Delight Cheesecake Doughnut – a cinnamon sugar ring doughnut topped with cheesecake flavored buttercreme, salted caramel flavored graham crunch, and caramel flavored icing drizzles.
MAY: Krispy Kreme brightened mom’s day with the Minis for Mom Collection:
[1] Mini Strawberry Sunshine Doughnut – a Mini Original Glazed doughnut dipped in strawberry flavored icing, topped with yellow and orange icing drizzles and yellow vanilla flavored buttercreme.
[2] Mini Chocolate Chip Cookie Delight Doughnut – a Mini Original Glazed doughnut dipped in chocolate icing & chocolate chip cookie crumble, topped with cookie dough flavored buttercreme.
[3] Mini Chocolate Iced Yellow HeartDoughnut – a Mini Original Glazed doughnut dipped in chocolate icing and topped with a yellow icing heart.
[4] Mini Sparkly Vanilla SunsetDoughnut – a Mini Original Glazed doughnut dipped in yellow vanilla flavored icing and pink sanding sugar.
MAY: According to the brand's website, "Krispy Kreme announced an a-maze-ing collaboration with Bandai Namco Entertainment America Inc., for PAC-MAN's 45th Anniversary, celebrating the global, cultural icon with all-new doughnuts inspired by the classic game. PAC-MAN is one of the most recognized video game characters of all time and has made an impact on the world by connecting with people across ages, borders, and genders through the power of play for over 45 years, just as Krispy Kreme connects people through the sweetness of enjoying and sharing doughnuts. The Krispy Kreme x PAC-MAN Collection features three new doughnuts in a nostalgic custom PAC-MAN game dozen box: the PAC-MAN Party Doughnut (an Original Glazed Doughnut piped with yellow buttercreme flavored icing, sprinkled with celebration sprinkles and topped with a PAC-MAN piece), the TEAM GHOST Doughnut (an unglazed shell doughnut filled with chocolate flavored Kreme, dipped in black icing, decorated with PAC-MAN maze and topped with Team Ghosts piece), and the Strawberry Power Berry Doughnut (an unglazed shell doughnut filled with strawberry flavored Kreme, dipped in red icing and topped with white sprinkles and green leaf icing)."
JULY: Krispy Kreme’s Stars, Stripes & Sweetness Collection featured three festive doughnuts - and fans receive a free Original Glazed Doughnut for wearing red, white & blue on July 4th:
[1] Freedom Ring Doughnut – an Original Glazed doughnut dipped in white icing, blue sprinkles and white stars, piped with red icing stripes.
[2] USA Party Doughnut – an Original Glazed doughnut piped with white buttercreme, sprinkled with USA party sprinkle blend, and topped with a USA sugar piece.
[3] Vanilla Cookies & Kreme Liberty Crunch Doughnut – an unglazed shell doughnut filled with vanilla cookies & Kreme filling, dipped in white icing and topped with vanilla cookies, patriotic sprinkles and white icing drizzle.
JULY: Krispy Kreme and Warner Bros. Discovery Global Consumer Products collaborated and introduced the all-new “Hungry for Heroes” Collection featuring three doughnuts celebrating iconic DC Super Heroes: Superman, Batman, and Wonder Woman.
[1] Superman Doughnut – an unglazed shell doughnut filled with white Kreme, dipped in light blue icing, and topped with Superman buttercreme flavored clouds, decorated with an image of Superman and sprinkle blend.
[2] Batman Doughnut – an unglazed shell doughnut filled with cookies & Kreme, dipped in black chocolate icing and topped with a Bat emblem.
[3] Wonder Woman Doughnut – an Original Glazed doughnut dipped in red raspberry flavored icing, topped with white stars and blue sprinkles and a Wonder Woman logo and belt.
JULY: While the Passport collection during the summer of 2024 was "Passport to Paris," during 2025, Krispy Kreme created a Passport to Italy Collection and featured three of Italy’s most iconic desserts reimagined as doughnuts:
[1] Cannoli Inspired Doughnut – an unglazed ring doughnut half-dipped in chocolate icing and cookie crunch, dusted with powdered coating and topped with a cannoli flavored buttercreme dollop.
[2] Limone Delight Doughnut – an unglazed shell doughnut filled with lemon delight flavored Kreme, dipped in zesty lemon-flavored icing and topped with candied lemon.
[3] Tiramisu Inspired Doughnut – an unglazed shell doughnut filled with tiramisu flavored Kreme, topped with sweet creme flavored buttercreme and dusted with cocoa.
AUGUST: According to a Krispy Kreme press release, "In what might be THE colossal collab of the year, Krispy Kreme and Crocs announced the introduction of limited-edition Krispy Kreme x Crocs Classic Clogs. Comfort meets crave in Krispy Kreme Crocs Classic Clog, inspired by iconic Original Glazed and other Krispy Kreme doughnuts. More than a year in the making, comfort meets crave in this icon for an icon collaboration of two true global originals – Krispy Kreme's Original Glazed Doughnut and Crocs' Classic Clog. Hot now and being served beginning August 5 in adult sizes at Crocs stores, crocs.com, and select channels, the Krispy Kreme x Crocs Classic Clogs' design features a fresh out-of-the-glazer treatment, along with oversized Jibbitz charms of the Original Glazed doughnut and Krispy Kreme Hot Light. The Clogs also include two interchangeable toe caps – chocolate and strawberry icing with sprinkles – that you can swap out depending on your favorite flavor, and the Clogs' pivoting heel strap features the Krispy Kreme logo. Krispy Kreme is also offering guests who come in wearing their Crocs on August 9th a free Original Glazed Doughnut."
AUGUST: Krispy Kreme’s irresistible Pumpkin Spice Original Glazed doughnut was offered for a full week, through August 17, after being available for just three days in 2024.
AUGUST: According to Krispy Kreme's website, "Step into the wizarding world with Krispy Kreme x Harry Potter Back to Hogwarts Collection featuring our Houses of Hogwarts doughnuts and Golden Snitch Latte. The House of Hogwarts doughnuts are a magical dozen featuring two of each house-inspired doughnut: Gryffindor, Slytherin, Hufflepuff, and Ravenclaw, each filled and topped with unique flavors, colors, and iconic crests. Plus, enjoy a surprise-filled Sorting Hat doughnut and four classic Original Glazed. With flavors like cookie butter Kreme, brown butter toffee custard, and blueberry icing, there's a doughnut for every wizard. But hurry, these enchanting treats are only available for a limited time!"
SEPTEMBER: For two days during September, Chocolate Iced Kreme Filled Football Doughnuts arrived just in time to "kick off" the football season.
SEPTEMBER: All Recipes reported, "Krispy Kreme’s Chocolate Glazed Doughnut was originally released in 2017 to celebrate the solar eclipse, then brought back in 2018 as part of World Chocolate Day. After a six-year hiatus, Krispy Kreme brought it back last summer, thanks to the excitement of fans. Then, the brand quietly reintroduced these treats to stores in July — but only for one day. To celebrate International Chocolate Day, which falls on September 13, the Chocolate Glazed Doughnut will make a brief comeback and will be available by the dozen and individually in stores across the U.S., online, and through Krispy Kreme's app from September 11 to September 14."
SEPTEMBER: Krispy Kreme brought the wonder of the classic fall fair to fans with its all-new Fall Fair Collection – a delicious assortment of four doughnuts inspired by the sights, smells, and iconic tastes of the seasonal fairgrounds.
[1] Cotton Candy Doughnut – Dipped in vibrant blue icing and coated with cotton candy flavored sugar, it's topped with a playful strawberry-flavored icing swirl and a fluffy cotton candy-flavored buttercreme dollop.
[2] Kreme Puff Doughnut – This unglazed ring doughnut is swirled with rich Kreme, dusted with sweet powdered coating and crowned with a cheerful Doughnut Dot – a perfect little pop of joy on top.
[3] Blue Ribbon Apple Pie Doughnut – A blue-ribbon bite every time. This unglazed shell doughnut is bursting with apple cinnamon filling, dipped in gooey caramel flavored icing, sprinkled with cinnamon cookie crumbs and drizzled with white icing.
[4] Caramel Churro Doughnut – Covered in cinnamon sugar and drizzled with luscious caramel flavored icing, this doughnut brings the crunchy, sweet satisfaction of a fair churro.
OCTOBER: Krispy Kreme’s Trick or Treat! Collection available through Halloween featured four all-new, scary-good doughnuts all packaged in a special custom Halloween-themed dozen box. Guests who visit participating U.S. shops while wearing a costume on October 25th and/or on Halloween, October 31st will receive a free Original Glazed or Classic Ring Doughnut – no purchase necessary.
[1] Candy Bag - an Original Glazed doughnut topped with rich chocolate-flavored buttercreme topped with a buttery caramel-flavored swirl and sprinkled with a vibrant trick-or-treat candy blend.
[2] Cookies and Skreme House - a doughnut filled with decadent Cookies & Kreme filling dipped in rich chocolate icing then topped with crunchy silver chocolate cookies - purple buttercreme flavored icing adds a ghostly touch, while a spooky Haunted House piece sits atop.
[3] Jack-O-Lantern - this festive shell doughnut is topped with smooth, orange buttercreme flavored icing - adorned with a playful Jack-O-Lantern face pieces and topped with a green icing stem.
[4] Spooky Sprinkle - iconic Original Glazed doughnut is transformed with a vibrant green icing dip that gives it an eerie, ghoulish glow plus ghostly Halloween sprinkles that top this frightfully fun treat.
NOVEMBER: For World Kindness Day on November 13th, Krispy Kreme gave all guests a FREE Original Glazed dozen with the purchase of any regular-priced dozen to share with others. According to Alison Holder, Krispy Kreme Chief Brand and Product Officer, "We believe in the power of kindness and the joy that comes from sharing."
DECEMBER: According to Krispy Kreme's website, "Good grief! Krispy Kreme and Peanuts are partnering for the first time in the U.S.! This festive season, Krispy Kreme is teaming up with Peanuts to bring fans of Snoopy, Charlie Brown, and the Peanuts gang the Krispy Kreme x Peanuts Collection – because after all, what are the holidays without those closest to you, your favorite characters and some delicious doughnuts? The Krispy Kreme x Peanuts Collection features three all-new doughnuts, each inspired by the beloved world of Peanuts by Charles M. Schulz – along with two returning fan favorites:
[1] NEW Snoopy Cookies & Kreme Doughnut – a Snoopy-shaped doughnut filled with Cookies & Kreme filling, dipped in vanilla flavored icing, and decorated with a Snoopy face.
[2] NEW Charlie Brown Ornament Doughnut – a shell doughnut filled with brownie batter flavored filling, dipped in yellow vanilla flavored icing, and topped with a chocolate flavored buttercreme zig-zag and ornament hook.
[3] NEW Christmas Wreath Doughnut – an Original Glazed doughnut-topped with a buttercreme flavored green swirl, yellow nonpareil sprinkles, and a Snoopy and Woodstock sugar piece.
[4] Santa Belly Doughnut – an unglazed shell doughnut filled with White Kreme filling, decorated with a chocolate flavored buttercreme Santa belt and topped with a Santa buckle sugar piece.
[5] Holiday Sprinkle Doughnut – an Original Glazed doughnut dipped in chocolate icing with festive sprinkles.
Scott Shillet, Vice President, Global Licensing for Peanuts, said, "As we celebrate Peanuts’ 75th anniversary this year, we look to collaborate with partners like Krispy Kreme to continue that tradition for fans of all ages."
And now, how does Krispy Kreme align its brand with the important dates on the calendar to stay relevant in fans' minds? It's simple while simultaneously imaginative: the brand celebrates holidays!
With all these themed doughnuts, there is no doubt as to why Krispy Kreme is one of the most beloved and well-known sweet treat brands in the world. Effective brand storytelling may be the secret ingredient!
SHARE THIS: A great salesperson knows how to tell a story in which the product is the hero. ~Peter Guber #BrandStorytelling #DebbieLaskeysBlog
Image Credits: Krispy Kreme.
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