Doughnut shops compete in the tough summer sweets market
With ice cream being the favored summer dessert of many Japanese, sweets and cake shops around Japan are pulling out all the stops creating new products and flavors to keep customers coming back during these hot and humid months. Leading doughnut shops are leading the trend with flavors such as mango, peach, strawberry, key lime, coconut, grapefruit and kiwi gracing their summer menus, so even without the cooling properties of ice cream, consumers can be sure to be refreshed.
Store: Mister Donut
Promotional flavours: Mango, White Peach and Strawberry Fruit Chou Cream Puffs
Price: 105 yen each
Availability: For a limited time from June 25
Marketing proposition: Faintly tropical mango whipped cream in a fluffy chou pastry; luxurious whipped cream in the seasonal flavor of juicy white peach; refreshing strawberry whipped cream that’s a little sweet and a little tart, in a popular chou pastry.
Store: Doughnut Plant
Promotional flavours: Pistachio, Key Lime and Coconut & Pineapple Mango Jam (among others)
Price: 380, 390 and 450 yen respectively
Availability: Throughout July
Marketing proposition: Fragrant roasted American pistachios make a delicious doughnut with a fun, crunchy texture; whole fresh key limes from sunny Mexico are used to create the refreshing, sweet & sour taste of this summer’s featured doughnut; a summery, tropical doughnut filled with pure French fruit jam and covered in DP’s special coconut glaze.
Store: Krispy Kreme
Promotional flavours: Powdered Grapefruit Filled and Striped Kiwi Fruit Yogurt
Price: 180 yen each
Availability: July 16 to the end of August
Marketing Proposition: Real grapefruit filling on the inside, refreshingly sour powdered sugar coating on the outside; experience the feeling of real kiwi fruit filling combined with a yogurt-flavored glaze applied in stripes to the outside.
Kelly Wetherille