Krispy Kreme is betting on cinnamon sugar and dulce de leche to win the fall snack season, joining a growing churro craze sweeping major food chains nationwide.
The doughnut chain announced Monday that its all-new Churro Doughnut Dots hit participating shops Tuesday, Sept. 22. Each order comes with eight bite-sized pieces made from Krispy Kreme's signature dough, tossed in cinnamon sugar, and served with a small cup of dulce de leche dipping sauce. The company calls them a "poppable, shareable treat."
Customers can grab them in-shop, at the drive-thru, or through the Krispy Kreme app and website for pickup or delivery, while supplies last.
Alison Holder, Krispy Kreme's chief product and brand officer, framed the launch as a seasonal play. USA TODAY reported her remarks alongside the announcement:
"Churro Doughnut Dots are such a fun way to bring a little extra sweetness to fall."
Krispy Kreme is not the only big name chasing the churro trend. Costco announced Sept. 18 that its twisted churro is returning to U.S. food courts for a limited time. The warehouse giant had already tested the waters back in April with a limited-time Caramel Churro Sundae.
Taco Bell recently jumped in too, rolling out a Churro Ice Cream Taco at locations nationwide.
The pattern is hard to miss. Three major chains, all landing churro-themed items within weeks of each other. When corporate product teams converge on the same flavor profile at the same time, it tells you the consumer data is pointing one direction, and these companies are racing to get there first.
Krispy Kreme already had its Autumn Seasonal Collection in stores since Aug. 11. The Churro Doughnut Dots add another limited-time option on top of that lineup, giving the chain two fall pushes in roughly six weeks.
Missing from the announcement: a price. Krispy Kreme did not disclose what the Churro Doughnut Dots will cost. The company also left vague which locations count as "participating" shops and how long the product will stick around. No end date was given, just the familiar "while supplies last" caveat that lets chains pull a product whenever the buzz fades or the math stops working.
Nutritional information was absent as well. For a snack marketed as shareable and poppable, language designed to make you eat more than one, the calorie count would be useful to know.
In a market where consumers are already stretched thin by grocery inflation, the companies that win loyalty are the ones that respect their customers enough to be upfront about cost. Krispy Kreme would do well to remember that a fun seasonal gimmick still has to clear the value test at the register.